Selena Gomez and Justin Bieber seem to have mastered the on-again-off-again relationship, but one point of agreement is Adidas’ NEO label.
Gomez’s newest gig is a three-year one as “global style icon” and guest designer for the teen-friendly label. As of fall/winter 2013, the singer will help develop seasonal ranges geared for her adolescent fans. The actress and musician will also appear in print, digital, retail and outdoor ad campaigns that will debut in February.
Playing off Gomez’ spirited personality, Adidas spread the word about its latest celebrity hire by having the pop star and a band of teens running through the streets of Los Angeles leaving NEO posters, neon green streamers and bright green paint in their wake. Just last month Bieber was named as the face of the Adidas Neo sportswear label.
Gomez said in a statement, “It is a great partnership for me because NEO really cares about style and having fun with fashion and allowing you to be yourself. 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.”
To celebrate the partnership, there is a sweepstakes for fans to try to win a trip to a NEO fashion event in February 2013, where they will sit in the front row and meet Gomez. To be eligible, they have to watch Gomez in a NEO Facebook film and answer questions about what they’ve seen in the film.
For more on Gomez and NEO, see Wednesday’s WWD.