Justin Bieber has donned his adidas NEO brand hat once more to promote their interactive digital lookbook featuring its Spring/Summer 2013 collection.
Announced as the brand’s new global style icon in October, in this latest round of promo the 19-year-old shows off his drummer boy skills in one of 12 “short shoppable videos.”
Back in 2012 Bieber said: “I found a real connection with NEO because it is about fashion, freedom and being true to who you are.”
Noting the value of publicity, it’s likely adidas aren’t too bothered by the flak their ambassador has attracted in recent weeks. While some press coverage of the Believe tour has taken on a hysterical quality, some asked deeper questions about whether or not the transition from child star to adult in the public’s lens can levy an unhealthy toll.
But with the memory of Bieber’s now legendary “rough week” in London finally fading — the “worst birthday,” a late showing, fainting, social media soliloquys and a run-in with a paparazzo— the Euro leg of the tour rolls on from Paris to Switzerland.
Before playing Zurich’s Hallenstadion’s, the singer was seen whooping it up on the slopes on Thursday and Friday while snowboarding. Dressed in pink pants and a fur-trimmed hoodie, the interactive Canadian shared a fun moment with his 36 million (and counting) beliebers.
“Snowboarding in the morning and show at night. I like #switzerland #BLESSED,” he tweeted.
One fan’s appreciate shot of the slopes action got a retweet from Bieber.
Justin lookin’ mighty fine today twitter.com/SwagLikeBieber…
— 109 days (@SwagLikeBiebers) March 21, 2013
Meanwhile, back in Los Angeles a certain Selena Gomez dropped in on Chelsea Lately with her Spring Breakers co-star Vanessa Hudgens. Asked by Handler if she was enjoying the single life, a beaming Gomez replied. “I really am!”
Glad that’s cleared up.