Adidas is a classic brand which in the 80's became an integral part of the hip-hop look. Stars from the likes of Run DMC to Missy Elliott have rocked the legendary three stripes and have helped to put the brand on the map.
Recently Adidas is going after the tweens with a fresh update on their look and a new style ambassador to represent their NEO Label, Selena Gomez, which they signed on November of 2012.
"Our @adidasneolabel interactive look book is complete. What's your fav style for spring?" the young singer and actress shared on her twitter account today.
According to a press release by Adidas, the company hopes that through a three-year partnership, the young starlet will capture younger consumers with the label's new looks.
"As well as sporting her favorite NEO looks, Selena will make appearances for the label in major markets throughout 2013 and 2014 and share NEO's latest news, designs and collections through her social media networks," said the release. "She will front NEO's seasonal campaigns under its 'Live Your Style' positioning, starting with Spring/Summer 2013 to debut in February 2013."
As for the look book it is like a game, full of bright and bold videos featuring Gomez and other teens sporting the NEO Label which has gone sans the classic three stripe look on most of their apparel.
There is also a separate website that features a Tumblr, an Instragram, and a direct link the brand's product on the main Adidas site.
During October of last year, Adidas also signed Gomez's boyfriend, Justin Bieber, to the label. To celebrate, Adidas - one of the sponsors of the Canadian singer's "Believe World Tour" - hosted a "Find My Golden Shoes" challenge on Facebook that allowed followers to look for clues and win a pair of golden kicks and a chance to meet the Biebs in Miami, final destination of the tour.
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