(Relaxnews) – Adidas’s youth-oriented NEO line has signed singer and actress Selena Gomez as a global ambassador.
Twenty-year-old Selena Gomez was announced in Los Angeles Tuesday as the face of NEO, and is set to appear over the next three years in a series of print, digital, retail, and outdoor campaigns.
In the new NEO video released by the brand, Gomez runs the streets with a gang of friends, covering the urban scenes in green tape, paint and paper.
On the Adidas blog, the brand discussed the rationale behind the choice of the teen idol: “Selena is very close to the target NEO consumer, so really understands the brand’s philosophy of being edgy but comfortable.”
Fans of the Adidas NEO Facebook page have been invited to answer a series of questions over the next two weeks for a chance to win an all-expenses-paid trip to New York City and meet Selena. The brand is promising two lucky winners a chance to participate in a “crazy new type of fashion show.”
A previous competition tasked fans with finding Justin Bieber’s gold sneakers, which had been hidden online. The popstar, in a reportedly on-off romantic relationship with Selena Gomez, signed his own two-year deal with Adidas in October this year.
Gomez came to fame in the Disney show Wizards of Waverly Place, but has since focused on her singing career and burgeoning film career (she appears alongside Adam Sandler and Steve Buscemi in the upcomingHotel Transylvania). In 2008 Gomez was also appointed a UNICEF Goodwill Ambassador.
The Selena Gomez campaign will debut in February 2013.