Adidas Signs On Justin Bieber for Brand Youth Appeal
Adidas welcomes pop singer Justin Bieber to be a part of the global sports company. Bieber announced the partnership on Twitter October 16. He will be the new face to Adidas NEO Label. The decision brings youth appeal to the sports brand, as the singer is extremely popular with youth and has significant social media reach.
Justin Bieber Announces Adidas Partnership
Justin Bieber will act as official "style icon" for the Adidas NEO Label, according to The Huffington Post. The NEO Label collection is a clothing line that targets youth. As part of the two-year partnership, Biebs will appear in ad campaigns, make public appearances, and promote the line on social media. He currently has over 29 million followers on Twitter and upwards of 2 million followers on Facebook.
The Adidas Neo Label mixes sport and casual looks "with an eye for fashion and a focus on fun", reports The Huffington Post. Bieber often wears sneakers during his stage performances, so advertising a sports line is a logical progression. As part of the new venture, Adidas announces a contest through its website to win a customized pair of NEO gold sneakers. Bieber's partnership is the latest one for the singer, who recently teamed with OPI for a nail polish collection.
Adidas Website Features Bieber
The brand likely chose Justin Bieber as he represents the youthfulness of the sportswear. He has significant appeal with youth, as proven by the countless females that surround him any time he appears in public.
His appeal will likely drive youths to click on the Adidas website and look further at the NEO Label. Bieber's nod of approval toward products seems to bump up sales of the items. His latest album Believe sold 374,000 copies in just one week after its June release. If he attaches his name to the brand, the brand is likely to thrive.
His social media influence is another advantage for the sports company. If the singer shares photos of the gold sneakers on Twitter, he is likely to get retweets. After all, his announcement of the partnership garnered over 23,000 retweets. He is able to reach a significant number of people quickly and easily.
Adidas selects Justin Bieber as spokesperson for the NEO Label collection. The brand is likely to appeal to youth who follow the singer on his large social media networks and sales will increase for the company.