Justin Bieber becomes the face of NEO brand

The singer will front adidas NEO campaigns for the next two years.

German sportwear giant adidas has chosen US popstar Justin Bieber as the style icon for its NEO label, in a two-year partnership until the end of 2014. To launch the campaign, teenagers worldwide were able to enter an online competition to win a pair of the singer’s customised NEO gold trainers and an all-inclusive trip to meet the man himself on tour in Miami.

adidas hopes that Mr Bieber will inspire young consumers with what the company refers to as the label’s ‘stylish and fresh teen looks’. The singer will make appearances for the label in its major markets throughout 2013 and share its latest news through his social media reach. He will front the NEO seasonal campaigns, with the spring/summer 2013 promotion to start in February.

“Justin makes his mark in his own bold and expressive way through fashion, music and style,” said Hermann Deininger, chief marketing officer of the adidas brand. “Justin will help us spread the spirit of NEO worldwide and showcase the brand’s sports- and lifestyle-inspired apparel and footwear silhouettes.”

Publishing Data

This article was originally published on page 4 of the December 2012 issue of SATRA Bulletin.

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