Calvin Klein Inc. has become the official, exclusive apparel partner of the North American and European legs of Grammy award-winning, singer Justin Bieber’s Purpose world tour, which kicked off this week at the KeyArena in Seattle, Washington.
Bieber is currently a brand ambassador for Klein’s underwear, and is prominently featured in its current ad campaign. As part of the arrangement, the Calvin Klein brand will be highlighted in a variety of key segments of each concert, including in video footage of Bieber from the Spring 2016 Calvin Klein global multimedia advertising campaign and a segment of the musician’s live performance, during which he and his back-up dancers will be wardrobed in apparel from the brand.
Calvin Klein will have an added presence at select tour locations via an immersive on-site branded experience, as well as a limited edition zine featuring never-before-seen images of the musician from the brand’s Spring 2016 campaign. The company will also host a sweepstakes via Twitter and Instagram for residents of the Americas and Europe to win VIP tickets to select concert dates as well as an opportunity to meet Beiber.
“I’m thrilled to continue my relationship with my friends at Calvin Klein on the tour,” said Bieber. “Calvin Klein is an iconic brand and it’s been a dream come true to work with them.”
Bieber’s album, Purpose, has already yielded three consecutive #1 singles, sold over 7 million copies around the world and reached #1 in over 100 countries. He won his first Grammy Award last month for “Where Are Ü Now,” his 2015 single with Skrillex and Diplo, which was named Best Dance Recording.