Justin Bieber has teamed up with adidas’ NEO label for a new video ad campaign – to be directed and produced by one lucky fan.
The do-it-yourself project, called the #NEObiebermix challenge, asks Beliebers to create a one-minute sneaker advert/music video along to his single “Swap It Out.”
Users can edit exclusive clips of Justin on adidas.com, while adding a range of effects and filters to the mix.
"A video has never been made for this track so I can’t wait to see where my fans will take it and to choose my favourite," the singer said in a statement.
The 20-year-old pop star will tweet his favourite video mashup, which will then be used as the official campaign video around the world.
The never-before-seen clips feature Justin hanging out backstage at a NEO photoshoot wearing a number of different looks, including a denim jacket, his signature drop crotch pants, a hoodie, a wife beater, and of course, shoes from the adidas NEO Spring/Summer 2014 collection.
It appears as though Justin is following in the footsteps of his famous girlfriend, Selena Gomez, who is also a spokesperson for the adidas NEO brand — though there's been no word yet on whether they plan on posing for an ad together.
The contest will run from March 19 for two weeks. Make your video here: http://www.adidas.com/neo