Justin Bieber: The New Face of Adidas

Teen heartthrob signs on with shoe company to model its three-stripe motif and hold a contest for fans.

Justin Bieber has his Adidas, all right.

The "Baby" crooner is expanding his burgeoning business empire after signing a deal to be the shoe company's new spokesman. Specifically, he'll be hawking Adidas' NEO Label, for which he's holding a competition for fans to find his gold sneakers.

"Big News! I'm now working with @adidasNEOlabel. Find my gold shoes online and u could bring them to me in person!!" Bieber tweeted this morning.

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The teen idol later released a YouTube video announcement with further details. Each week for five weeks, Beliebers will be tasked with finding a picture of Justin's gold shoes hidden online with a special code. Adidas and Bieber will then drop clues on the NEO Label Facebook app about where to find them. Once the shoes are located, the contestant has to go back to the Facebook page and enter the code. By the end of the contest, two lucky fans will win an all-expenses-paid trip to Miami to meet the boy wonder himself.

Swag indeed.

The Adidas agreement is the latest feather in Bieber's entrepreneurial cap. The singer already has his own fragrance collection and plans to launch his own clothing line.

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