Selena Gomez is the newest representative for the Adidas NEO Label, one of the company’s most fashionable and fun brands. Gomez’s partnership with Adidas, as the new global style icon and guest designer, lasts for three years, until the end of 2015.
Selena will take her girl-power infused style and work with NEO to design and develop ranges for each season, beginning with fall/winter 2013. She will also appear in print, digital, retail and outdoor campaigns, the first of which will launch in February 2013.
The actress-turned-singer already “let her NEO out” in a new video for the brand. Watch below as Gomez and other teens run through the city of L.A., painting the town neon green.
“It is a great partnership for me because NEO really cares about style and having fun with fashion and allowing you to be yourself,” Gomez said in a statement. “This is something that’s always been important to me and is important to my fans, too: knowing they can express themselves through wearing whatever clothes they want and feel good about themselves.”
Hermann Deininger, chief marketing officer for Adidas, said that he is “thrilled” to be partnering with Selena. “Teens everywhere admire her natural and enduring sense of fashion and style as well as her compelling charisma and warmth.”
The “Love You Like a Love Song” singer joins Adidas NEO’s other global style icon, ex-boyfriend Justin Bieber, whose contract with the brand was announced last month. Bieber also starred in his very own video, and has already released a pair of customized gold NEO sneakers. Although it may seem like an odd coincidence, both pop sensations have massive teen followings and seem like good fits for the Adidas brand.
Gomez has already started to make a name for herself in the fashion industry, appearing on the covers of numerous fashion magazines over the years. She also released a collection for K-Mart, Dream Out Loud, and launched a successful fragrance.
Do you think Selena will do well as the face of Adidas NEO?