Justin Bieber becomes Adidas 'style icon' for NEO brand - pictures
The 'Boyfriend' singer will appear in a variety of 'Live Your Style' advertising campaigns for the NEO brand through 2014.
"I found a real connection with NEO because it is about fashion, freedom and being true to who you are," he said. "With my new album, Believe, I am spreading the message of believing in yourself."
Bieber continued: "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 popstar will also share his favourite seasonal outfit combinations, which his fans will be able to purchase.
NEO is sponsoring Bieber's 'Believe World Tour', which stops in Saskatchewan tonight (October 16).
Bieber commented on his personal style last fall, saying: "I can't really describe it. I just think it looks good, that's all."
Watch Justin Bieber and Nicki Minaj's 'Beauty and a Beat' music video below: