Justin Bieber stars in the new adidas NEO Label interactive lookbook and Spring/Summer campaign
NEW YORK, March 21, 2013 /PRNewswire/ — adidas NEO Label has released an interactive digital lookbook to showcase its Spring/Summer 2013 collection along with new campaign imagery and video featuring global phenomenon and POP/R&B superstar Justin Bieber, who was appointed as NEO global style icon in October.
The lookbook, which can be seen online at adidas.com/neoliveyourstyle, is completely clickable and shoppable, bringing to life the brand essence #liveyourstyle. It features Justin Bieber alongside NEO teens in a series of 12 short interactive films.
One of the short films features Justin Bieber showing off his musical talents, while the others spotlight teens enjoying the summer sun while taking risks and expressing their version of living their style.
Each section of the lookbook personifies a different aspect of the #liveyourstyle philosophy and is marked with distinctive hashtags including #nailit #dreamit #styleit.
“Our aim is to bring to life the spirit and energy of the label through the lookbook, in a way that fans of NEO can talk about and share through social media during the spring/summer season,” said Kimberly Wallengren, Senior Manager of Global Brand Marketing at adidas.
One click on any of the 12 videos will bring up all of the adidas NEO Label clothing featured on the teens and offer the chance to purchase each item or share it on various social platforms such as Facebook and Twitter.
The style and interactive element of the lookbook is part of an ongoing experience to showcase the product together with the NEO spirit. The content compliments its current social presence on Instagram, Tumblr, Twitter and Facebook. NEO fans can even download the song by British artist FEMME, which was written especially for the NEO lookbook.
Visit www.adidas.com/neoliveyourstyle to check out the lookbook online or view via the special mobile version.
To stay up to date on all things NEO, including the brand’s fresh new looks, visit www.adidas.com/neo.
adidas NEO Label is available online through adidas.com online shop, in NEO stores and wholesale accounts around the world.
For more information please contact:
adidas NEO Brand Marketing
Tel.: +49 9132 84 6734
***The adidas NEO Label is part of the adidas Sport Style sub brand based out of Corporate Headquarters in Herzogenaurach, Germany. NEO brings the heritage of sport and translates that to fashion at an accessible price point for teen consumers. Our core target consumer is 14 – 19 years global teen. A teen who is finding their edge in the everyday and putting their mark on it.***
SOURCE adidas NEO Label