Justin Bieber becomes new face of Adidas

Published On: Oct 17 2012 12:25:33 PM EDT

Pop star Justin Bieber has been named the face of the Adidas Neo sportswear label.

Adidas' chief marketing officer, Hermann Deininger, said the singer embodies the spirit of the label.

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"Justin makes his mark in his own bold and expressive way through fashion, music and style," he said. "Justin will help us spread the spirit of Neo worldwide and showcase the brand’s sports- and lifestyle-inspired apparel and footwear silhouettes."

The Bieber campaign will begin in February. The deal runs until the end of 2014.

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