Justin Bieber has signed on the new face of global sports brand Adidas.
The Baby hit-maker will show off the company's stylish new looks in a series of adverts for the firm's NEO Label, marking his first transition into fashion.
Speaking about the two-year partnership, executive Hermann Deininger says, "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."
And Bieber is excited about the new venture, adding, "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.''