Justin Bieber is back gracing Adidas NEO’s Fall/winter campaign.
The heartthrob is one of the label’s Icon ambassadors.
The 19-year old is featured in new editorial shots and a spanking, new interactive lookbook.
The lookbook will eventually unlock all five Bieber short films, but currently only one is accessible.
Rather cleverly, fans can only “unlock more exclusive content” on Adidas’ site and see more clips of the superstar if they share the first video on social media with their friends.
As with previous seasons, the NEO star brings his skill set of blue steel brooding stares, cheeky grins, and youthful style to the table.
Or in this case, a photographic shoot styled over as a personal studio.
But why quibble?
For the still shoot, the Canadian wears a mix of blue and red plaid flannel shirt, jeans, a stripey T-shirt, sweatpants, and black and red sneakers, while adding (probably his own) a diamond chain-link necklace to the ensembles.
Switching over to the lookbook, Bieber showcases a black leather jacket, jeans, t-shirts, sneakers, while padding about a studio. Cue shots of the superstar perusing vinyl records, playing with a set of drumsticks, a keyboard, strumming a guitar, and generally swagging it up for the camera.
In a press release that doesn’t sound remotely anything like Bieber, we’re told, “Living your style is about being who you are and showing your own creativity, and for me that’s what NEO is about.”
He continues, “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.”
Adidas have said the “Heartbreaker” singer’s favorite pieces in the collection were the said flannel shirt and faded drop-crotch denim pants.
Meanwhile, Bieber recently kicked off his 10-week drive releasing new music exclusively to iTunes from his Journals collection. Last week, the first single “Heartbreaker” hit No. 1 spots in nearly 70 countries, while the second single “All That Matters” debuted at No. 1 in 58 countries.
On Wednesday, Open Road Films, with SB Films and Dolphin Films announced the concert-movie Believe will open nationwide in theaters across the US on Christmas Day.
Directed by Jon M. Chu, who also helmed Bieber’s 2011 concert-film Never Say Never, the feature will mix Believe tour footage, candid material, and interviews with the singer, his team and musicians such as Ludacris and Mike Posner.
Check out more Adidas pictures here.
[Images via adidas NEO]