Launching the activation today, NEO’s global style icon, Selena Gomez, posted a video shot in New York City where she invited fans to participate: “You are in control, this is your fashion show – so you decide everything. This is a NEO fashion show entirely styled by you.” Watch the video here: www.adidas.com/NEOrunway
NEO and Selena will be announcing the first task today, asking teens to submit photos of their home cities using the hashtag #NEOrunway to see their image become a part of the set design at the show.
For the next two weeks, teens are asked to follow @adidasNEOLabel on Twitter to be a part of the show creation. The power will be in the voters’ hands as teens decide on all elements of the show, which takes place on 3rd September in New York City. NEOLovers will be able to vote on everything from the music, hair, makeup to styling the looks that will walk the runway.
The impact of every vote cast through retweets, favoriting and the innovative voting mechanic will be visible on a real-time digital barometer, with the winning decisions actually coming to life on show day.
The result will be a fashion show made by teens, for teens. Claire Midwood, Vice President of adidas NEO Label says: “We wanted to create the most authentic and relevant fashion show for teens and what better way than having the teens create the show. We are handing over the control of the event to our NEOLovers and are excited to see what they create for the #NEOrunway.”
The #NEOrunway tweet-powered catwalk show will take place in New York City on 3rd September 2014.
To see NEO’s fresh new looks for Fall/Winter 2014 and stay up to date on all things NEO, visit http://www.adidas.com/neo or follow the NEO Twitter account @adidasNEOLabel.
adidas NEO Label is available through the adidas.com online shop and in NEO stores