Justin Bieber was named the new global style icon of Adidas NEO, a youthful clothing line of the sport brand, according to an announcement Tuesday.
In addition to his own fragrance collection and clothing line, Justin Bieber is expanding his enterprise by signing a two-year contract to be the face of NEO’s campaigns, under their “Live Your Style” slogan.
The “Baby” singer will be the face of NEO's seasonal campaigns, kicking it off with Spring/Summer 2013 collection to be introduced in February.
Bieber will also make public appearances, pose for ad campaigns and promote the brand through social media.
“I found a real connection with NEO because it is about fashion, freedom and being true to who you are,” Bieber said.
“With my new album, Believe, I am spreading the message of believing yourself in fashion. The first step is showing who you are, and one of the great ways to showcase yourself is through fashion.”
“For me, style is an adventure, something to have fun with and NEO believes this too,” the 18-year-old singing sensation added.
Adidas NEO offers an "ideal mix of sporty and casual with an eye for fashion and a focus on fun."
"Justin makes his mark in his own bold and expressive way through fashion, music, and style,” Adidas executive Hermann Deininger said.
“Justin will help us spread the spirit of NEO worldwide and showcase the brand's sports and lifestyle-inspired apparel and footwear silhouettes."
The juicy partnership starts with a global contest titled “Find My Golden Shoes” challenge. Fans can search for a hidden code on the Internet to win the customized gold sneakers Bieber is sporting during his “Believer” tour, and also a chance to meet the superstar in Miami. Two winners will be chosen by the end of the contest.
“Big news! I'm now working with @adidasNEOLabel . Find my gold shoes online and u could bring them to me in person!!” Bieber tweeted.
Watch Justin Bieber’s video announcement of his Adidas NEO:
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