As adidas NEO Label's new style ambassador, Selena will inspire teens with the label’s fresh looks through a three-year partnership until end-2015. As well as sporting her favorite NEO looks, Selena will make appearances for the label in major markets throughout 2013 and 2014 and share NEO's latest news, designs and collections through her social media networks. She will front NEO’s seasonal campaigns under its “Live Your Style” positioning, starting with Spring/Summer 2013 to debut in February 2013.
Wait a minute -- that sounds an awful lot like the press release we got last month, which went a little something like this:
As adidas NEO Label's new global style icon, Justin Bieber will inspire teens with the label’s fresh looks through a two-year partnership until end-2014. As well as sporting his favorite NEO looks, Justin will make appearances for the label in major markets throughout 2013 and share NEO's latest news and collections through his social media networks. He will front NEO’s seasonal campaigns under its “Live Your Style” positioning, starting with Spring/Summer 2013 to debut in February.
So what's the deal? On the one hand, it makes sense for Selena and Justin to be shilling for the same brand -- they both have massive reach with the same tween demographic and are arguably more popular as a pair than individuals. On the other hand, the timing of the announcement, about a month after Bieber's, seems suspicious. The pair reportedly split earlier this month but have seemingly reconciled already... and sources have reported that Gomez is sticking around simply because Bieber is "good for her brand."
Aaaaand that's about as much Jelena analysis as we can handle (we've got a short attention span for such things). Suffice it to say that Gomez and Bieber will be sticking together for a few more years care of the cupids at Adidas NEO. Hooray?
Back in the good old days...