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Justin Bieber to be the face of Adidas Neo sportswear label

October 16, 2012|By Adam Tschorn
  • German sportswear company Adidas has tapped pop sensation Justin Bieber to be the face of its Adidas Neo brand.
German sportswear company Adidas has tapped pop sensation Justin Bieber… (Courtesy of Adidas Neo )

Pop star Justin Bieber will serve as the face of the Adidas Neo sportswear label, the German sportswear company announced Tuesday.

In announcing Bieber's new role as the brand's "style icon," Adidas' chief marketing officer, Hermann Deininger, said the singer embodies the spirit of the label.

“Justin makes his mark in his own bold and expressive way through fashion, music and style," he 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 partnership kicks off with a worldwide contest involving the customized gold sneakers Bieber is wearing on his current "Believe" tour (of which the label is a sponsor) -- and a chance to meet the man himself in Miami. 

The deal, which runs to the end of 2014, will have the Biebs donning his favorite Adidas Neo looks, making personal appearances for the label and fronting seasonal advertising campaigns starting with spring-summer 2013, which will debut in February.

But the deal does not, apparently, require that Bieber actually get on the phone to talk to reporters.

Originally we'd hoped to score a few minutes for an earnest one-on-one with the golden man child of pop music about his personal style and how he ended up fronting for Neo. What we ended up with was the offer for him to answer, via email, a handful of our questions.

While we don't doubt that Bieber would take time out of his busy touring schedule to answer our questions, we also have no way of verifying that the answers we got are actually from him, either.

So we can't be 100% sure that his style icon is James Dean, that the word he uses to describe the vibe of the Adidas Neo label is "swaggy" or that the items he always travels with are his "tooth paste, favorite sneakers, hoodies, phone and computer."

But you can bet that if I find those golden sneakers and eventually win the the all-expenses-paid trip to Miami to meet him, those will be the first questions I ask.

Belieb it ... or not.


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