Justin Bieber is the new Style Icon of adidas' NEO label.
The pop heartthrob has teamed up with the sportswear giants, who hope he will inspire young consumers with the label's stylish and fresh teen looks.
He said: "I found a real connection with NEO because it is about fashion, freedom and being true to who you are. With my new album, 'Believe', I am spreading the message of believing in yourself. The first step is showing who you are, and one of the great ways to showcase yourself is through fashion. For me style is an adventure, something to have fun with and NEO believes this too."
Hermann Deininger, Chief Marketing Officer adidas Brand, added: "Justin makes his mark in his own bold and expressive way through fashion, music and style. Justin will help us spread the spirit of NEO worldwide and showcase the brand's sports and lifestyle inspired apparel and footwear silhouettes."
To celebrate this partnership, fans worldwide can hunt down Justin's exclusively customised NEO gold sneakers online in a bid to win a pair and meet Justin on tour.
Daily clues will be posted on NEO's Facebook site leading searchers to find the NEO gold sneaker images hidden in a different site on the internet each week. By solving the clues and finding the picture, a code will be available for successful sleuths to submit to NEO's Facebook site. If the code is entered correctly, entrants will be in the running to win daily and weekly prizes.
To watch the video message of Justin announcing the news and to sign up for daily competition clues go to www.facebook.com/adidasneolabel.