adidas NEO Label, the sportswear brand for teens, has signed pop and R&B superstar Justin Bieber as its style icon. To launch the partnership, adidas NEO has invited fans to hunt Bieber’s exclusively customized NEO gold sneakers online in a bid to win a pair and meet Justin on tour. 

Photo: Justin Bieber for NEO, clickable

Pictures of Justin’s NEO gold sneakers that he is wearing during his Believe World Tour concerts are hidden online. Each week, fans are given daily clues on Facebook on where to search for the photos. When they find the picture, they receive a code that can be submitted to NEO’s Facebook page. Particicpants will be in the running to win daily and weekly prizes and 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.

The NEO’s style icon’ mission is to inspire 14 to 19 year olds with the label’s fresh teen looks during the upcoming two years—until end-2014. Bieber will appear in the brand’s campaigns on its international markets and spread its latest news through his social media channels. He is the face of the Spring/Summer 2013 collection and ‘Live Your Style’ campaign to debut in February. adidas NEO is one of the main sponsors of Justin Bieber ‘s ‘Believe’ world tour 2012/2013.

According to Hermann Deininger , Chief Marketing Officer adidas Brand, Justin Bieber and his young, fun spirit and energy embodies the adidas NEO values. Bieber also participated in Macy’s fall ad campaign.

«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 said.

Photo: Justin Bieber for NEO, clickable