The NEO concept store in adidas Shanghai Brand Center, China, saw 130 lucky fans delighted as their idol Justin Bieber paid them a surprise visit in-store.
The NEO concept store played host to an afternoon event to celebrate its global style icon’s visit to Shanghai for his ‘Believe’ world tour. The excited fans came along to the store thinking they would be treated to a live video call from Justin but were actually surprised with visit by the pop/R&B superstar himself.
Justin said: “It’s great that adidas NEO Label has given me the opportunity to meet so many fans ahead of my show in Shanghai tonight. Being on a world tour can be pretty hectic so it´s always cool when I can meet them face-to-face.”
Fans at the event enjoyed music from DJ Tay James, Justin’s official tour DJ, who spun tracks on the decks to ramp up the excitement in anticipation of the NEO style icon´s arrival.
Everyone at the event met Justin in person, had their picture taken with him and received a NEO goodie bag with Justin poster.
Janice Chen, one of the super fans said: “It was a dream come true to meet Justin in real life, especially in one of my favorite fashion stores. The rest of the Beliebers were going nuts when they saw him. It’s amazing that NEO has given us this opportunity.”
Fans received NEO branded food and drink and could have their picture taken in a fun photo booth so they could share the experience with their friends. The appearance was filmed so fans of NEO and Justin around the world can watch the fun.
Simon Millar, Vice President Sport Style , adidas China says, “NEO is all about having a fun and carefree spirit. By having Justin show up live at the party was a cool & unexpected surprise for his fans. adidas NEO Label is always looking for a compelling and interactive way to connect with youth. At our party, we offered a once-in-a-lifetime chance for our NEO fans and ‘Beliebers’ in China to experience the uniqueness of the brand. NEO is very proud to have Justin as a global style icon and to support his China tour. It was really exciting to have him in our store today.”
Fans will be able to check their Meet & Greet photos with Justin Bieber & view a film of the appearance via NEO social channels.
Justin’s new NEO campaign imagery for the winter collection is out later this month. Visit www.adidas.com/NEO to stay up to date on all things NEO.
adidas NEO Label is available online through adidas.com online shop, in NEO stores and wholesale accounts around the world.
photos © adidas