Justin Bieber Becomes New Face Of Adidas Line

While fans go on an Internet scavenger hunt for a certain gold shoe, Bieber is busy breaking One Direction's Vevo record.

Justin Bieber just got a little more swag as the face of Adidas' NEO label. The singer has announced that he has teamed up with the fashion brand as a spokesperson for the company's special line.

Bieber's been wearing some gold Adidas on his Believe tour, and now he wants fans to scour the online world to find them. The virtual scavenger hunt (which kicked off Tuesday), starts at the NEO label Facebook page, where fans will find a clue to finding the shoes. If successful, they can enter a special code for the chance to be one of two fans who get to meet Bieber in Miami.

While his fans are scouring the Internet, Bieber is busy shattering a record previously held by his pals in One Direction. Vevo has confirmed that the singer's new video for "Beauty and a Beat" managed to get 10.6 million views in its first 24 hours, surpassing the record held by 1D's "Live While We're Young" clip.

The singer seemed pleased to take the back the crown, as he had held the record with his "Boyfriend" video. When the British boy band premiered their clip ahead of schedule, it amassed 8.24 million views in its first 24 hours. "only 3 DAYS and OVER 25 MILLION VIEWS!!#BAABWORLDRECORD #SWAGGY! thanks!" Bieber tweeted on Tuesday.

And by Wednesday, that number had nearly tripled. As of press time, the video had more than 27 million streams. The video premiered last Friday as the last step in his elaborate virtual prank on his fans. Days before the video premiered, he claimed that he had a computer stolen containing personal footage during a tour stop last week. Turns out there was no robbery and the footage eventually did make it online in the form of that music video.