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March 21, 2013

Justin Bieber appears in Adidas Neo’s spring–summer 2013 online look book

Lucire staff/22.00

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In another fashion–music tie-up, Adidas Neo, the German company’s sub-brand targeted at teenagers, secured the services of Justin Bieber for its spring–summer 2013 campaign last October. The campaign has now been released with a digital look book.
   The look book is available at adidas.com/neoliveyourstyle, featuring Bieber alongside Neo teens in 12 short interactive films.
   Bieber drums in one of the 12 short videos, while most feature teenagers living with their Neo clothing. The company has come up with various hashtags for the videos, including #liveyourstyle for the main collection, and #nailit, #dreamit, #styleit and others for the individual scenarios.
   Cleverly, by clicking on the person in the video, the look book brings up each item they are wearing, and a link to Adidas’s online shop.
   The items can be shared socially on Facebook and Twitter. Adidas Neo, meanwhile, can check out the brand at these two social networks, and at Instagram and Tumblr.
   The song in the videos, written exclusively for Neo by British artist Femme, can be downloaded via the site.

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