Adidas NEO Label launches Justin Bieber lookbook

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The lookbook, viewable at, features five short films starring Bieber, with the first film available now. Expect shots of Bieber hanging around the studio, playing with drumsticks, and hamming it up for the camera. To “unlock more exclusive content,” fans will need to share scenes with their friends via social media, and the more fans interact with the site by clicking on product shots and sharing scenes, the faster they’ll gain access to the remaining videos, Adidas said. Viewers can also purchase items from the collection as they appear in the scenes.

“Living your style is about being who you are and showing your own creativity, and for me that’s what NEO is about,” Bieber said in a press release. “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.”

The range includes some of Bieber’s favorite pieces, Adidas said, including a flannel shirt with an exaggerated check pattern and faded drop-crotch denim pants.


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