words // Brandon Richard
After naming Justin Bieber a style icon last month, adidas NEO Label follows by announcing a partnership with actress and singer Selena Gomez.
Selena will work closely with NEO to design and develop seasonal ranges that consumers and fans can purchase beginning Fall/Winter 2013. She will also be the face of four seasonal collections throughout the year and will appear in print, digital, retail and outdoor campaigns debuting in February 2013.
"It is a great partnership for me because NEO really cares about style and having fun with fashion and allowing you to be yourself," said Gomez. "This is something that's always been important to me and is important to my fans, too: knowing they can express themselves through wearing whatever clothes they want and feel good about themselves."
"I am really enjoying being involved with the design process and NEO is letting me have fun with this. I get to wear the clothes first and have a voice and an opinion and I can't wait to see the results of our new collection. I'm excited that it also allows my fans to be involved and they can come with me on this journey," she said.
Hermann Deininger, Chief Marketing Officer adidas Brand, said the fundamental inspiration for adidas NEO Label is teenage culture – seeking excitement, adventure, and unexpected surprises.
"Selena showed how much these traits express her own playful and fun personality by 'high jinxing' Los Angeles," said Deininger. "Teens everywhere admire her natural and enduring sense of fashion and style as well as her compelling charisma and warmth. We are thrilled to have Selena help us spread the spirit of adidas NEO Label worldwide and celebrate the power of self-expression through designing her own collections with us."
To get the new partnership off the ground, adidas NEO Label released a video with Selena in which she and a few friends take over Los Angeles. Fans can visit facebook.com/adidasneolabel, answer questions about the video and possibly win a trip to meet Selena at a NEO fashion event in New York in February 2013.