« Swag », adidas signe Justin Bieber

En février dernier, adidas annonçait et révélait sa volonté de toucher les jeunes filles « plus touchées par la musique et la mode que par le sport » et pour atteindre cet objectif, développer sa très jeune sous-marque, NEO (3 ans d’existence seulement), et d’exploiter les plateformes social média comme Facebook, Twitter, Instagram ou Tumblr.

Aujourd’hui, la 60ème marque au monde, selon le classement Best Global Brands 2012 d’Interbrand, montre qu’elle a tenu ses promesses en annonçant un partenariat avec Justin Bieber pour devenir le visage et l’ambassadeur de la marque pendant 2 ans.

La superstar américaine contribuera à la réalisation des styles de la marque NEO pour les saisons à venir et a officialisé son arrivée en vidéo et avec un concours online, « Find My Gold Shoes », invitant les internautes à retrouver ses chaussures dorées éparpillées un peu partout sur le web.


Quand deux géants du marketing (sportif et musical) se rencontrent et collaborent, on peut potentiellement s’attendre à quelque chose de meilleur… Affaire à suivre…

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