How Justin Bieber Is Helping Adidas Sell Product

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Nikara Johns
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Justin Bieber, who is headed to Europe in September to continue on his Purpose World Tour, is a major far of Adidas when it comes to performing.

His onstage shoe style varies from time to time, but for the majority of his concerts, Bieber wears Adidas. The Adidas Ultra Boost in white is his go-to. The sneakers are paired with Bieber’s ’90s street-style tour wardrobe, which was designed by Fear of God’s Jerry Lorenzo.

On Bieber’s style influence, Traci Morlan, Adidas’ global director of entertainment and influencer marketing, said, “When Justin Bieber partnered with us to launch our Neo label in 2013, he brought a new level of followers to the Neo social channels. Today, we see Justin’s style evolving.”

Morlan added, “He is becoming a style icon. Whether he posts an onstage pic in the Adidas Ultra Boost or a pic of him playing ‘Pokemon Go’ in his white Adidas Originals NMDs, he has an enormous influence on his followers, which enhances the demand and coveted reputation of both these models.”

In May, Justin Bieber took the Billboard Music Awards stage in his favorite Adidas Ultra Boost sneakers. The singer performed his latest single, “Company,” as well as the hit song “Sorry.” Earlier that day, Bieber hit rehearsals in Adidas Tubular Doom shoes.

In the past few months, Bieber has helped Adidas attract attention by posting Instagram photos of himself onstage wearing Adidas gear. The pop star has also been spotted in White Adidas Originals NMDs and Kanye West’s Yeezy Boosts on mutliple occasions both on and off stage.

Instagram Photo
Instagram Photo

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