With his eyes glued to his mobile screen, the pop star strutted to a helicopter in London on Sunday for a trip to V Festival wearing the black colorway of the Adidas NMD City Sock sneakers.
The same style quickly sold out when it dropped July 15, but more NMDs will be released on Thursday, followed by the new NMD_XR1 silhouette debuting in September.
As a fan of the NMD City Sock, Bieber has worn a pair in the white colorway in the past, but he likely had the other colorway on his mind after enjoying a date last week with Sofia Richie in Tokyo.
He wore a pair of Fear of God military boots from the brand’s spring ’16 collection, and Richie wore the NMD City Sock shoes in black.
Speaking to Footwear News in a recent interview, Adidas’ Traci Morlan, global director of entertainment and influencer marketing, said that since partnering with Bieber in 2013, he has “brought a new level of followers to the Neo social channels.”
“He is becoming a style icon,” she added. “Whether he posts an onstage pic in the Adidas Ultra Boost or a pic of him playing ‘Pokemon Go’ in his white Adidas Originals NMDs, he has an enormous influence on his followers, which enhances the demand and coveted reputation of both these models.”