Adidas signs Justin Bieber for Neo

By

Bruno Joly

Published
Oct 18, 2012

Adidas has a new face for their brand Neo. The affordable, younger sister brand has signed a two year contract with the Canadian popstar.

The press release stated that the singer would work with the brand across all countries in which the brand is present. The first step in this collaboration is a social media game called “Find My Gold Shoes”. The game consists of following hints and tips to find pictures of the golden sneakers in question. Those that take part can win a pair of the shoes as well as a trip to Miami to see the star in concert.

Created with emergent markets such as China and Russia in mind, Neo has started to take steps to tackle Western Europe with stores now open in Germany.