Adidas NEO has appointed pop and R&B sensation Justin Bieber as its style icon. The star has signed a two-year contact with the brand that expires at the end of 2014.

As NEO's new global style icon, Justin Bieber will inspire young consumers with the label's stylish and fresh teen looks. Apart from sporting his favorite NEO looks, Justin will make appearances for the label in its major markets in 2013 and share latest news and collections with fans through his vast social media reach. He will lead NEO's seasonal campaigns under "Live Your Style" with its Spring/Summer 2013 to debut in February. Teens will be able to shop for his favorite NEO looks and personally selected styles for each season.

Talking about the alignment, Bieber said, "I found a real connection with NEO because it is about fashion, freedom and being true to who you are. With my new album, Believe, I am spreading the message of believing in yourself. The first step is showing who you are, and one of the great ways to showcase yourself is through fashion. For me style is an adventure, something to have fun with and NEO believes this too."

The 18-year-old star was discovered on YouTube in 2008 and has been a heartthrob among fans since then. Bieber will also perform at the Victoria Secret Fashion Show along with Rihanna and Bruno Mars. The event will be telecast on CBS Television Network Dec. 4.

Hermann Deininger, Chief Marketing Officer Adidas Brand, said that the decision to rope in Bieber as the brand's style icon comes due to the star's "undeniable young, fun spirit and energy that embodies the adidas NEO Label."

"Justin makes his mark in his own bold and expressive way through fashion, music and style. Justin will help us spread the spirit of NEO worldwide and showcase the brand's sports and lifestyle inspired apparel and footwear silhouettes," he added.

To mark this partnership, Adidas NEO Label along with Justin launched a competition to find his NEO sneakers online in the "Find My Golden Shoes" challenge. Pictures of Justin's exclusively-customized NEO gold sneakers which he is wearing during his Believe World Tour concerts are hidden online. Daily clues will be posted on NEO's Facebook site, leading searchers to find the NEO gold sneaker images hidden in a different site on the Internet each week. By solving the clues and finding the picture, a code will be available for successful customers to submit to NEO's Facebook site. If the code is entered correctly, entrants will be eligible to win daily and weekly prizes.

One lucky entrant each week over five weeks will win a pair of the NEO gold sneakers and an all-inclusive trip to meet Justin on tour in Miami.