A SILENT SELENA: At a press conference set in a gritty Los Angeles neighborhood, across the street from the Greyhound bus station, Selena Gomez stayed true to the playful image of Adidas’ Neo brand. Sporting a skull T, beanie hat, skinny jeans and, of course, Adidas high-tops, she preened for cameras in front of a lime green papier-mâché wall plastered with the Adidas Neo logo.

The starlet kept mum throughout the 10-minute photo op, perhaps all the better to avoid questions about her recent relationship woes with on-again-off-again beau-cum-fellow-Neo-spokesmodel Justin Bieber. Last month, Bieber announced his own two-year partnership with the brand, in which he will also serve as an Adidas Neo style icon and guest designer for the fall 2013 collection.

This story first appeared in the November 21, 2012 issue of WWD. Subscribe Today.

Gomez’s NEO collaboration, targeted toward customers aged 14 to 19, is the latest milestone in her growing teen fashion and fragrance empire. Two years ago, she launched her juniors line, Dream Out Loud by Selena Gomez, exclusively to Kmart’s 1,327 stores across the U.S. and in Puerto Rico. Last year, she enlisted her fans to help crowdsource accords and ingredients for her namesake fragrance, which was launched exclusively at Macy’s and on macys.com this past spring.