adidas NEO Label, which markets primarily to teenagers, has appointed Justin Bieber as its style icon for the next two years, until the end of 2014.
Bieber (pictured) will be sporting NEO looks and will make appearances for the label in major markets throughout 2013.
To mark the appointment, adidas NEO has also launched a competition to find Bieber's NEO sneakers online in the "Find My Golden Shoes" challenge. Participants will hunt for Bieber's exclusively customised NEO gold sneakers and daily clues will be posted on NEO's Facebook site. Successful participants stand a chance to win daily or weekly prizes.
One entrant each week over five weeks will also stand a chance to win a pair of the NEO gold sneakers and an all-inclusive trip to meet the celebrity on tour in Miami.
The partnership will also see Bieber sharing NEO news and collections through his social media. He will front NEO's seasonal campaigns under its "Live Your Style" positioning, with Spring/Summer 2013 collection debuting in February.
iris was the agency behind the creative concept of the campaign as well as its digital, social and PR activation. Happy Lucky is NEO's retained creative agency.
Hermann Deininger, chief marketing officer adidas Brand said Bieber embodies the adidas NEO Label and will help "spread the spirit of NEO worldwide and showcase the brand's sports and lifestyle inspired apparel and footwear silhouettes."
adidas NEO Label was also one of the sponsors of Justin Bieber's "Believe" world tour 2012/2013.