Calvin Klein is the official, exclusive apparel partner of the North American and European legs of Justin Bieber’s “Purpose” world tour. The tour started Wednesday night at the KeyArena in Seattle.

As part of the deal, the Calvin Klein brand will be highlighted in a variety of key segments of each concert, including in video footage of Bieber from the spring 2016 Calvin Klein global multimedia advertising campaign and a segment of the musician’s live performance, during which he and his back-up dancers are outfitted in apparel from the brand.

The way it will work is a special video will play in the concert venue prior to the show’s start when fans are filtering into the space. Another video will play during the concert in between two songs.

Bieber is touring in support of his new album, “Purpose,” which has resulted in three consecutive No. 1 singles – “What Do You Mean,” “Sorry” and “Love Yourself” — and has sold more than 7 million copies around the world, reaching No. 1 in more than 100 countries. Bieber has released five number-one albums to date. In 2014, he was ranked by Twitter as the number-one most tweeted-about musical artist of the year.

Calvin Klein will also appear at several tour locations via an immersive on-site branded experience, which will consist of an onsite structure for consumer engagement, that will include curated merchandise for sale as well as other interactive components. There will also be a limited-edition ‘zine featuring never-before-seen images of the musician from the brand’s spring ad campaign.

In addition, Calvin Klein will host a sweepstakes via Twitter and Instagram for residents of the Americas and Europe to win VIP tickets to select concert dates as well as an opportunity to meet Bieber. Details on entering will be released at a later date.

Calvin Klein’s spring advertising campaign further deepens the brand’s connection to music. Besides Bieber, it features other recording artists such as Kendrick Lamar, FKA Twigs, Fetty Wap, Joey Bada$$ and Destiny Frasqueri. For the first time, each of the Calvin Klein brands — Calvin Klein Collection, Calvin Klein Platinum, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear — were presented in one campaign, photographed by Tyrone Lebon.

Calvin Klein is a wholly owned subsidiary of PVH Corp.