1. WWD.com/fashion-news/fashion-scoops/a-silent-selena-6498459
November 21, 2012
Adidas Taps Selena Gomez for Neo Brand
By Fatima Rizwan
A SILENT SELENA: At a press conference set in a gritty Los
Angeles neighborhood, across the street from the Greyhound bus
station, Selena Gomez stayed true to the playful image of
Adidas’ Neo brand. Sporting a skull T, beanie hat, skinny jeans
and, of course, Adidas high-tops, she preened for cameras in
front of a lime green papier-mâché wall plastered with the Adidas
Neo logo.
The starlet kept mum throughout the 10-minute photo op,
perhaps all the better to avoid questions about her recent
relationship woes with on-again-off-again beau-cum-fellow-Neospokesmodel Justin Bieber. Last month, Bieber announced his
own two-year partnership with the brand, in which he will also
serve as an Adidas Neo style icon and guest designer for the fall
2013 collection.
Gomez’s NEO collaboration, targeted toward customers aged 14
to 19, is the latest milestone in her growing teen fashion and
fragrance empire. Two years ago, she launched her juniors line,
Dream Out Loud by Selena Gomez, exclusively to Kmart’s 1,327
stores across the U.S. and in Puerto Rico. Last year, she enlisted
her fans to help crowdsource accords and ingredients for her
namesake fragrance, which was launched exclusively at Macy’s
and on macys.com this past spring.
Selena Gomez
Photo By Courtesy of Adidas Neo Label
WWD
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