words // Brandon Richard

Today, adidas NEO Label announces that they have tapped pop star Justin Bieber as their new style icon.

As part of the two-year agreement, Bieber will wear his favorite NEO looks, make appearances for the label in major markets and share its latest news and collections through his social media reach. Additionally, Justin will front NEO’s seasonal campaigns under its “Live Your Style” tagline, with the Spring/Summer 2013 range to debut in February.

“I found a real connection with NEO because it is about fashion, freedom and being true to who you are," said Bieber. "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.”

To celebrate the appointment, adidas NEO Label and Justin have launched the "Find My Golden Shoes Challenge." Pictures of custom NEO gold sneakers worn by Justin on tour have been hidden online. Clues will be posted on NEO's Facebook page daily, leading searchers to find the images on a different site. By solving the clues and finding the picture, a code will be available to submit to NEO’s Facebook. If the code is entered correctly, entrants will be in the running to win daily and weekly prizes.

Over five weeks, one entrant 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 NEO prizes.

The adidas NEO Label is part of the adidas Sport Style sub brand and brings the heritage of sport and translates that to fashion at an accessible price point for teen consumers. NEO Label is one of the proud sponsors of Justin Bieber’s “Believe” world tour.

adidas NEO Label Announces Justin Bieber As New Style Icon