adidas NEO Label Announces Justin Bieber As New Style Icon

          adidas NEO Label Announces Justin Bieber As New Style Icon

PR Newswire

HERZOGENAURACH, Germany, Oct. 16, 2012

HERZOGENAURACH, Germany, Oct. 16,2012 /PRNewswire/ -- adidas NEO Label has
appointed global phenomenon and POP/R&B superstar Justin Bieber as its style
icon. To celebrate this partnership, 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.

To view the multimedia assets associated with this release, please click

As NEO's new global style icon, Justin Bieber will inspire young consumers
with the label's stylish and fresh teen looks through a two-year partnership
until end-2014. As well as sporting his favorite NEO looks, 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. Teens will be able to shop for his
favorite NEO looks and personally selected styles for each season.

Talking about the news, Justin 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 Justin'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. If the code is entered correctly, entrants will be in
the running to win daily and weekly prizes.

One lucky 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 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.

adidas NEO Label is one of the proud sponsors of Justin Bieber's "Believe"
world tour 2012/2013.

To watch the video message of Justin announcing the news and to sign up for
daily competition clues go to To stay up to
date on all things NEO, including the label's fresh new looks and Justin
Bieber's seasonal favorites beginning 2013 visit

adidas NEO Label footwear is sold in approximately 3,900 doors including
Kohls, JC Penny, and Famous Footwear in the U.S. Launching in February 2013,
the full line (apparel and footwear) will be available from the and
the adidas NYC Flagship store on Broadway.

For more information please contact:
adidas NEO Brand Marketing, Kimberly Wallengren or Tel.: +49 9132 84 6734
Arieff Communications, Adrienne Arieff or 415 538 9363

***The adidas NEO Label is part of the adidas Sport Style sub brand based out
of Corporate Headquarters in Herzogenaurach, Germany. NEO brings the heritage
of sport and translates that to fashion at an accessible price point for teen
consumers. Our core target consumer is 14 – 19 years global teen. A teen who
is finding their edge in the everyday and putting their mark on it.*

SOURCE adidas NEO Label

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