HERZOGENAURACH, GERMANY — Adidas has named Justin Bieber as the face of its Neo label.
As part of his two-year agreement with Adidas, Bieber 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.
Hermann Deininger, chief marketing officer Adidas brand, said Justin Bieber possesses an undeniable young, fun spirit and energy that embodies the Adidas Neo label. "Justin makes his mark in his own bold and expressive way through fashion, music and style. Justin will help us spread the spirit of Neo worldwide and showcase the brand''s sports and lifestyle inspired apparel and footwear silhouettes," he added.