Featuring Bieber as well as artistes like Kendrick Lamar, Destiny Frasqueri and more, the effort deepens the brand’s music connection

Calvin Klein has signed on as the exclusive apparel partner of the North American and European legs of Justin Bieber’s Purpose world tour. The tour kicked off on 10 March 2016 at the Key Arena in Seattle, Washington. He is touring for the first time in four years in support of the new album.

Since release, it has yielded three consecutive number one singles, sold more than seven million copies worldwide, and reached top spot in over 100 countries. As part of the deal, the brand will be highlighted in a variety of key segments of each concert from the aforementioned tour.

The arrangement includes video footage of the artiste from the marque’s Spring 2016 global multimedia advertising campaign, and a segment of his live performance—during which both the singing sensation and his backup dancers will be dressed in apparel from the designer label.

Meanwhile, 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 phenom from the said marketing push. It will also host a sweepstakes on Twitter and Instagram.

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