A Justin Bieber adidas NEO video teaser released Tuesday by the global sportswear brand tagged #NEObiebermix, set Belieber Twitter alight with fans excitedly retweeting the silent clip featuring the superstar dancing up a storm with a microphone stand.
Now, the details of adidas’ #NEObiebermix contest have been revealed.
Fans of the 20-year-old, who like girlfriend Selena Gomez, is a global style icon ambassador for the label, now have the opportunity to produce a new advertising campaign which will star Bieber and feature “Swap It Out” — a cut from his latest Journals album.
Any Beliebers who fancy themselves as music producers are invited to create a video for the #NEObiebermix challenge, using exclusive footage filmed at Bieber’s Spring/Summer 2014 photo shoot.
The never-seen-before clips can be found at http://adidas.com/neobiebermix along with clear prompts on how to create a one minute video and edit it on the site with a mix of filters, fades and effects to make entrants’ videos “stand out from the crowd.”
According to MTV, the clips show Justin in full Bizzle glory dancing and jamming backstage at the adidas NEO photo shoot.
The site states the winning video will in fact become the official campaign video for Bieber’s adidas Neo Spring/Summer 2014 collection.
Justin will then tweet his favorite to his over 50 million followers and it will be used in the NEO label’s global social advertising campaign.
But even if you don’t win, all is not lost. Other entries will be used on NEO’s social channels and in stores.
Justin offered some encouraging advice for fans entering the competition:
“We’re turning the tables with adidas NEO Label, giving my fans the chance to get creative and show me how they’d mix the video for Swap It Out. A video has never been made for this track so I can’t wait to see where my fans will take it and to choose my favorite.”
Bieber also tweeted fans as the music video campaign launched:
— Justin Bieber (@justinbieber) March 19, 2014
Following appearances in Adidas NEO’s interactive Spring lookbook 2013, Spring/Summer and Fall/Winter 2013 campaigns, the singer seems to still be in the good graces of the label despite his ongoing legal woes.
Clare Midwood, Vice President adidas NEO Label, has this to say of the fan crowd sourcing music video campaign:
“NEO encourages teens to experiment with their style, and now we’re bringing music into the mix. For the very first time, the NEO Bieber Mix challenge will allow fans to take control and set the newest NEO looks to Justin Bieber’s music.”
After reuniting with Gomez in McAllen, Texas earlier this month, Justin returned to his native Canada but has been regularly updating fans with Instagram videos, photos and messages from studio sessions.
All of which keep Bieber’s profile at a pop culture high for adidas NEO’s Spring/Summer 2014 campaign.
If you’re planning on entering the #NEObiebermix challenge you’d better get your skates on.
The competition launches today, March 19 but only runs for two weeks.
And from a look at the NEO Twitter account, some eager fans have already sent in videos. Now that’s keen!
Will you be entering the #NEObiebermix contest?
— adidas NEO Label (@adidasNEOLabel) March 19, 2014