According to USA Today, Bieber is the “brand ambassador” for Adidas and its NEO label, and it has signed a two-year partnership with the company.
"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 ... For me, style is an adventure, something to have fun with, and NEO believes this, too," Bieber said during the announcement.
Bieber will be wearing clothes from the NEO line, and he'll attend various campaigns for the brand. The singer wears customized NEO gold sneakers that he performs in during his Believe World Tour.
According to the Adidas site, there is already a “Find My Gold Shoes” challenge, in which fans can use clues posted by Bieber to find pairs of the shoes online. When found, a contestant has a chance to win an all-expenses-paid trip to Miami to meet Bieber.
Bieber called the collaboration a “perfect fit” since he and the Adidas brand “both believe in living life to the fullest.”
Bieber is currently touring the U.S. on his "Believe" tour, and he recently teamed up with rap artist Nicki Minaj for their single, “Beauty and A Beat.”
The duo pulled an elaborate prank on the nation in anticipation of the music video.
Prior to its release, Bieber took to Twitter after his personal laptop and camera were allegedly stolen from his tour manager’s office while he was in Washington giving a performance in the Tacoma Dome.
"Sucks when u take personal footage and people don't respect your privacy. yesterday during the show me and my tour manager josh had some stuff stolen. really sucks. people should respect other's property [sic],” Beiber wrote.
"I had a lot of personal footage on that computer and camera and that is what bothers me the most. #lame #norespect," he went on to say.
But it turns out, the tweet was a hoax designed to get his "beliebers" to watch his music video with Nicki Minaj.
The prank seems to be working, and his followers do not seem too unhappy that Bieber tricked them.
“That was genius! i'm not even a fan of beiber but this whole thing was awesome!! RT @gexwy: HERE IT IS @JUSTINBIEBER,” wrote @yolyboly.
Check out the Adidas NEO challenge below: