MANILA, Philippines - Adidas Neo has appointed global phenomenon and pop/R&B superstar Justin Bieber as its style icon. Teens worldwide can hunt down the superstar’s exclusively customized Neo gold sneakers online in a bid to win a pair and meet Justin on tour.
As Neo’s new global style icon, Bieber will inspire young consumers with the label’s stylish and fresh teen looks through a two-year partnership until the end of 2014. Justin will make appearances for the label in its major markets throughout 2013 and share its latest news and collections through his vast social media reach. He will front Neo’s seasonal campaigns under its “Live Your Style” positioning, with spring/summer 2013 to debut in February.
Bieber spoke of Neo, the newest addition to a brand he has always loved. “I found a real connection with Neo because it is about fashion, freedom and being true to who you are. With my new album, ‘Believe,’ I am spreading the message of believing in yourself. 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,” he said.
To mark the appointment, Adidas Neo Label and Justin launched a competition to find his Neo sneakers online in the “Find My Golden Shoes” challenge. Pictures of Bieber’s exclusively customized Neo gold sneakers that he is wearing during his Believe World Tour concerts are hidden online. Daily clues will be posted on Neo’s Facebook site leading searchers to find the Neo gold sneaker images hidden in a different site on the Internet each week. By solving the clues and finding the picture, a code will be available for successful sleuths to submit to Neo’s Facebook site.
One entrant each week over five weeks will win a pair of the Neo gold sneakers and an all-inclusive trip to meet Justin on tour in Miami. Entrants will also have the chance to win daily prizes of Neo goodies.
Hermann Deininger, chief marketing officer Adidas brand, said Bieber possesses an undeniable young, fun spirit and energy that embodies the Adidas Neo Label.
Adidas Neo is available in selected SM Department Stores, Robinsons Department Stores, Toby’s, Planet Sports and other sports stores nationwide.