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Adidas NEO: teenage fashion label launched in 2009

Adidas NEO is a fashion label that was conceived in 2009 and was fully launched in 2012. The NEO label was part of long-serving CEO Herbert Hainer's 'road map to 2015', and represented a whole new business model for Adidas. Even though Adidas was a hugely successful brand in 2009 - with a catalogue of heritage products and modern sportswear - it was believed that the company was neglecting younger consumers: who wanted fresh designs and the latest fashion styles. Adidas have referred to the NEO brand as a 'lifestyle' label, and have stated they will open additional NEO stores in the Czech Republic and Poland. The first NEO stores were launched in 2012: all ten of the original stores were opened in Germany.

The NEO stitched label, printed on the tongue of a pair of casual sneakers. Not all NEO products have neo printed upon them, but have the wordmark label instead.

Claire Midwood, a farmer's daughter from Bedford England, was the first 'head of operations' for the NEO brand. Midwood has stated that the NEO brand is aimed at teenagers and specifically 14-19 year olds. Adidas uses the phrase "NEO, Live Your Style!" to market the label, and Midwood has indicated that NEO means: "New by definition, concept and spirit". The NEO marketing team has primarily focused on using social networking websites to promote and engage it's teenage audience.

Adidas continues to use celebrities - popular with teenagers - to promote the NEO brand. Justin Bieber is the most famous celebrity, to date, that has promoted the NEO brand. The latest celebrity to promote NEO is Selena Gomez: an American singer and fashion designer. Gomez said "I’m excited to announce the latest Neo project where I’ll be handing over the reins to our loyal fans, who will get to curate the whole new spring campaign shoot.". The vote will be held on social networking sites, like Instagram, and fans will be able to vote on aspects of the new NEO advert campaign.

Adidas NEO is an all-encompassing fashion fashion label that includes: footwear, apparel and accessories. The following products have been launched as part of the NEO brand:

Footwear: Racer TM, Super Wedge, Park LX, Selena Gomez Sunlina, V Racer TM, CTX9tis, Easy TM, Dash Jacquard, BSlim, RUN9tis, Daily Ultra Mid, Daily Desert Mid, Casual TR, Park ST Classic, Hoops LX, Sunlina, Rhythm Mid Jacquard, and BB9tis.

Clothing: Track Pants, Tipping Bomber Jacket, Logo Shorts, Collegiate Baseball Jacket, Collegiate Hoodie, Three-Quarter Track Pants, Selena Gomez Jumpsuit, Long Sweatshirt Jacket, Chintz Leggings, Concept Track Pants, Zip Fleece Hoodie, and Denim Shirt.

Accessories: Jungle Backpack, Jungle Graphic Cap, Selena Gomez Shoulder Bag, Sporty Shoulder Bag, Summer Backpack, Flat-Brim Cap, Fashion Tote, Beach Tote, Beanie, Light Scarf, Mesh Gym Sack, Cosmetic Case, Chambray Cap, and Selena Gomez Scarf.