BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB)’s spectacular decline coincides with Justin Bieber’s stardom. The Canadian singing sensation has tried multiple times to lure BlackBerry into making him the brand ambassador of the beleaguered company. There have been countless rumors of the bad-boy’s intention to help rescue the ailing smartphone maker. But the Waterloo-based company rejected his offer in December 2013. The company said that he was nothing more than “a fad” which won’t last.

Justin Bieber, Blackberry

BlackBerry likely to refocus on younger consumer market

ITPro Portal reports that BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) has finally signed him up for an undisclosed fee. Bieber has long been an admirer of BlackBerry products. In 2009, he said about his BlackBerry Bold, “You are my love, you are my heart and we will never, ever, ever be apart.” Canadians are now excited that two of the nation’s most popular brands have come together to take on the likes of Apple Inc. (NASDAQ:AAPL) and Google Inc (NASDAQ:GOOG).

Justin Bieber is confident that he will bring stability to BlackBerry and restore its integrity. Now the Canadian company is expected to retarget the younger consumer market that it had long abandoned in favor of the enterprise customers.

Bieber wins over BlackBerry board

Initially, many BlackBerry Ltd (NASDAQ:BBRY) (TSE:BB) board members were reluctant to sign Bieber. But they were moved by the singer’s rousing words. Bieber focused his speech on long-term investment and commitment, and told them, “If I was your [owner], I’d never let you go.” When asked what he plans to do for the Canadian company, he said he wants to make it bigger, better and stronger.

The singing sensation has lately been in the news mainly due to his misdemeanors. Earlier this year, he was arrested on suspicion of drunk driving. His fans have criticized him for turning up late to performances.

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