ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel
  • »
  • Entertainment and Media»
  • Celebrities

Adidas Signs On Justin Bieber for Brand Youth Appeal

Updated on October 24, 2012

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

The Twitter announcement.
The Twitter announcement.

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.


    0 of 8192 characters used
    Post Comment

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      I knew I would get mixed reactions from this hub. Thanks everyone for stopping by to read, whether you are a Justin Bieber fan or not. It is an interesting partnership and I will be watching whether the NEO Label becomes popular due to the partnership. Appreciate the reads and comments!

    • Eiddwen profile image

      Eiddwen 5 years ago from Wales

      A great hub but like Billy I am afraid I do not like Bieber at all either!!!

      However another brilliantly composed hub and here's to so many more to follow.


    • Jools99 profile image

      Jools99 5 years ago from North-East UK

      Christy, this is a good move by Adidas getting Justin at the height of his powers - his new album has already gone stellar and he has a huge social networking following and some of his fans will certainly feel ok about wearing gold boots :o) It is all about youth as you say and Adidas have become more well known for famous sportsmen promoting them.

    • teaches12345 profile image

      Dianna Mendez 5 years ago

      Oh no, here goes the craze again on Nike shoes! Not a fan, but have to admit that Bieber is cute. I see that he is also trying to up his image to more of an "adult" status. Maybe this endorsement will help. Your write up on him is interesting.

    • flashmakeit profile image

      flashmakeit 5 years ago from usa

      He looks so cute holding the shoes. I am to old to find him appealing but I wish him a lot of success.

    • rcrumple profile image

      Rich 5 years ago from Kentucky

      Christy, whatever possessed you to write a story about Justa Beaver? I know, SEO. I'm in Bill's corner on this one. There are some people in this world that I love, some I like, some I can handle, some I put up with, and only one or two I despise. Then, there's Justa Beaver. Good job on presentation of hub as always! : )

    • Sunshine625 profile image

      Linda Bilyeu 5 years ago from Orlando, FL

      Bieber is so cute, but I wouldn't buy Adidas cause of him. Nike rocks!!

    • bdegiulio profile image

      Bill De Giulio 5 years ago from Massachusetts

      Hi Christy. Interesting, I had not heard this announcement. Does seem odd that he is associated with an athletic shoe but I guess they are trying to appeal to the youth market. Great job.

    • Janine Huldie profile image

      Janine Huldie 5 years ago from New York, New York

      Oh I am so not a fan, but that said he does have mass appeal so Adidas is right in using him to promote their product. Really great advertising and marketing strategy on their part. Have of course voted and shared all over too :)

    • ChristyWrites profile image

      Christy Birmingham 5 years ago from British Columbia, Canada

      Hehe Bill! Thanks for making an effort to read my hub even though he is not your favorite person.

    • billybuc profile image

      Bill Holland 5 years ago from Olympia, WA

      Gag me with a spoon! I don't like that little twerp! However, I do like you, so good was interesting....I wouldn't have associated that twerp with an athletic shoe. :)