Adidas' NEO Nabs Bieber
Adidas says its NEO Label has named pop megastar Justin Bieber as its “style icon,” and that it is kicking off on online search for his exclusively customized NEO gold sneakers. The lucky finder gets a pair of the kicks, and the chance to meet Bieber on tour. The “Find My Golden Shoes” challenge has fans look for clues posted on NEO's Facebook site. Solving the clue and finding the picture will give fans a code, which they can then enter to win daily and weekly prizes, as well as a shot at the grand prize. The brand is already a sponsor of Bieber’s world tour.