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Brands & Merch
Justin Bieber appointed Adidas ‘style icon’
By CMU Editorial | Published on Wednesday 17 October 2012
Adidas’s NEO Label has collared never-naked popstar Justin Bieber to act as its ‘style icon’. He’ll serve a two-year sentence as the official face of the brand’s “fresh” new range as a means of selling leisure wear to impressionable teens.
Biebs self-publicises thus: “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”.
Adidas marketeer Hermann Deininger, unsurprisingly, concurs: “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”.
Footwear silhouettes! Ahem.
NEO is marking JB’s fashionable new role with a ‘Find My Golden Shoes’ online contest, details of which are available via Facebook.
And since I’m on such a Bieber tip, I may as well pass on the faux-candid new video for Justin and guest MC Nicki Minaj’s new duet, ‘Beauty And The Beat’. It was promoted via one of the most questionable and bad-taste music PR campaigns ever, so that’s nice.
