Selena Gomez has begun previewing and teasing Adidas Neo Label’s spring–summer 2014 collection, in which she has had a hand as a guest designer. The full collection launches February 12, but its teaser campaign launched today.
Hashtagged #neosneakpeek, Gomez has ‘hidden’ preview films across the web, according to Adidas. ‘Each film will offer an exclusive preview of key pieces from her Neo spring–summer 2014 collection.’
A new film was released today, to be found by netizens, and a new one will follow each day till the 12th. Each will be live for only 24 hours. The films show off the behind-the-scenes development of the line and Gomez’s involvement and inspirations.
Those who uncover the films in the online competition, run via the web and social networks, have a chance of winning items from the Adidas Neo Label range.
A one-hour, global Twitter contest takes place on the 12th, where one fan will win a chance to meet Gomez in person.
The Neo Twitter account can be found at twitter.com/adidasNEOLabel. Adidas Neo is available via Adidas’ website, and Neo stores internationally.
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