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Justin Bieber Is Contractually Obligated to Wear His Calvins on Tour

Photo: Kevin Mazur/Getty Images

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Calvin Klein is really getting milage out of its contract with Justin Bieber. He's the face (and body) of CK underwear ads, and now Calvin Klein is going all out as the official, exclusive apparel partner for Justin Bieber’s "Purpose" tour in North America and Europe.

WWD reports that the brand will be absolutely everywhere during Bieber's concerts, including CK videos that will play both before and during the show. Bieber and his backup dancers will naturally be outfitted in Calvin Klein during part of the concert. Besides Biebs's Thrasher-inspired tour merchandise, there will be an "on-site branded experience" at several tour stops with a Calvin Klein shop.

Calvin Klein is also doing a tickets and meet-and-greet sweepstakes and a Justin Bieber limited-edition zine with outtakes from his spring underwear ad campaign. We're guessing that magazine will run out of print quickly.

Every mega musician who's going on tour this spring seems to be exclusively partnering with a fashion brand. Justin's got his his CK gear, Adele is only wearing sequined Burberry on her world tour, and Fashionista has it that Florence Welch will be dressed exclusively in custom Gucci for her Florence + the Machine "How Beautiful" tour this year.

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