American singer and actress Selena Gomez is due to launch her Spring/Summer 2014 line with Adidas NEO on February 12.
In the meantime, the brand has revealed, she will offer up sneak peeks of the collection through a series of self-shot films to be posted online over the coming week.
Called #NEOsneakpeek, the campaign will see a new film released daily beginning on February 5, with each offering a preview of pieces from the collection and giving insight into Gomez's inspirations as guest designer for the label.
Fans will be able to find the videos -- each of which will be live for just 24 hours -- using clues posted at twitter.com/selenagomez and twitter.com/adidasneolabel.
Those who uncover the videos will have the chance of winning items from the range, and when the campaign ends on February 12 with the launch of the full range, a Twitter contest will give one fan the chance to meet Gomez.
Selena Gomez, now 21, was announced as the face of the youth-oriented NEO label in 2012, and in July she launched her first collection with the label, including 53 pieces all designed for teenage girls.
Claire Midwood, Vice President of the Adidas NEO Label, calls the latest line "a rebellious collection."
The line will be available on adidas.com, in NEO stores and in other retailer locations around the world.
In the meantime, the brand has revealed, she will offer up sneak peeks of the collection through a series of self-shot films to be posted online over the coming week.
Called #NEOsneakpeek, the campaign will see a new film released daily beginning on February 5, with each offering a preview of pieces from the collection and giving insight into Gomez's inspirations as guest designer for the label.
Fans will be able to find the videos -- each of which will be live for just 24 hours -- using clues posted at twitter.com/selenagomez and twitter.com/adidasneolabel.
Those who uncover the videos will have the chance of winning items from the range, and when the campaign ends on February 12 with the launch of the full range, a Twitter contest will give one fan the chance to meet Gomez.
Selena Gomez, now 21, was announced as the face of the youth-oriented NEO label in 2012, and in July she launched her first collection with the label, including 53 pieces all designed for teenage girls.
Claire Midwood, Vice President of the Adidas NEO Label, calls the latest line "a rebellious collection."
The line will be available on adidas.com, in NEO stores and in other retailer locations around the world.
