If Justin Bieber’s ads and interactive lookbook for Adidas NEO’s Fall/Winter 2013 campaign turned your head, you may want to sit down before watching a new set of promotional videos.
As one of the label’s global style icon ambassadors we’re used to the 19-year-old’s cheeky smiles, “Blue Steel” brooding, and brief drumming flashes in past campaigns. But even we have to admit Justin and the brand stepped their game up in these new visuals.
While modelling a mix of T-shirts, vests, a plaid shirt, drop-crotch jeans, sweatpants, high tops, and his own bling, the heartthrob shows he’s not just a pretty face when he’s packing drum sticks and a roomful of glitter.
The first clip is a behind-the-scenes of Bieber’s Adidas NEO photo shoot and shows the singer in various set-ups, while pouting up a storm in the label’s collection.
Shots of the Canadian playing the drums while silver glitter confetti’s around him, cuts to glimpses of the teen star rapping, kicking back on chairs, dancing, and checking out the playback.
A third clip sees the “Heartbreaker” star having a laugh with the shoot crew and a bit of a wander with a handheld-camera.
In a press release for the new campaign, Bieber said, “Living your style is about being who you are and showing your own creativity, and for me that’s what NEO is about.”
The statement continued, “It’s about every teenager working a different look and showing off their own unique style. I love fashion that’s authentic and all about the individual, just like my music.”
Needless to say, Beliebers loved the videos and tweeted Adidas NEO with highly appreciative comments.
@adidasNEOLabel #NEOicantbreathe pic.twitter.com/f752tiGY9g
— I MET SCOOTER (@_justinrauhls) October 25, 2013
@adidasNEOLabel #NEOicantbreathe pic.twitter.com/HSUwjjONzF
— soon. (@biebsmyweed) October 25, 2013
#NEOicantbreathe literally cant breath hfaskdhfaskdghjx @adidasNEOLabel pic.twitter.com/ZIIlY1wMz1
— I SAW JUSTIN♡ (@andreealuuli) October 25, 2013