Los Angeles woke up to some colorful hijinks today with bright green paint, posters, and streamers spread across the city as actress, recording artist, and designer, Selena Gomez and a band of teens celebrated her new partnership with adidas NEO Label.
The mischievous and fun antics playfully announced that teen lifestyle brand, adidas NEO Label has appointed Selena Gomez as its new global style icon and guest designer through a three-year partnership until the end of 2015.
Selena will work with NEO to design and develop seasonal ranges that consumers and her fans will love, beginning Fall/Winter 2013. She will also be the face of four seasonal collections throughout the year and will appear in print, digital, retail, and outdoor campaigns to debut in February 2013. She will identify her favorite pieces, the first of many opportunities for Selena to communicate her personal style with fans.
Selena Gomez said adidas NEO Label is a new brand for teens and their looks are fun and easy to wear, making it a perfect brand for her lifestyle.
"It is a great partnership for me because NEO really cares about style and having fun with fashion and allowing you to be yourself. 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.
"I am really enjoying being involved with the design process and NEO is letting me have fun with this. I get to wear the clothes first and have a voice and an opinion and I can’t wait to see the results of our new collection. I’m excited that it also allows my fans to be involved and they can come with me on this journey," she said.
Hermann Deininger, Chief Marketing Officer adidas Brand, said the fundamental inspiration for adidas NEO Label is teenage culture - seeking excitement, adventure, and unexpected surprises.
"Selena showed how much these traits express her own playful and fun personality by ‘high jinxing’ Los Angeles. Teens everywhere admire her natural and enduring sense of fashion and style as well as her compelling charisma and warmth. We are thrilled to have Selena help us spread the spirit of adidas NEO Label worldwide and celebrate the power of self-expression through designing her own collections with us," he said.
Fans can watch Selena ‘high jinxing’ Los Angeles on www.facebook.com/adidasneolabel, together with the chance to enter a competition to meet Selena Gomez at a NEO fashion event in New York in February 2013. Fans will be asked to watch Selena’s high-jinks film and answer five questions about it over two weeks for a chance to win an all-expenses-paid trip for themselves and a friend.
Visit www.adidas.com/com/neo to stay up to date on all things NEO, including the brand’s fresh new looks and Selena Gomez’s seasonal favorites beginning 2013.
Select footwear from the adidas NEO Label line will be available in Canada in the fall of 2013 at select stores and online.
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.