If you needed one more sign that the Apocalypse is upon us (really, did you need more evidence?), then get this: Vespa has just announced a collaboration deal with pop singer Justin Bieber.

The temptation at this point of the story-writing process is to put together an article filled with puns related to Bieber’s songs, but … Sorry, I must resist. Instead, let’s ask: Why, oh why, is this happening.

Well—it does seem Bieber’s willing to throw his name on anything these days, as he’s currently flogging TimBit mini-donuts for Canadian coffee shop chain Tim Hortons. Maybe he needs to raise a bunch of cash for a new tattoo project.

Itisworth noting that this is hardly his first brush with motorcycling, as he owned an extremely gaudy customized KTM 500 EXC-F at one point, and also got a customized MV Agusta F3 675 for his 19th birthday, back in 2013. In Vespa’s press release, Bieber noted said “My fans know how much I love sports: skateboarding, hockey, basketball, BMX. I’ve always been drawn to that mix of style, grace and speed.” Ah, how quickly the jaded consumer forgets the fast bikes of yesteryear—he didn’t utter a peep about previous machines he’s owned. That’s obviously part of the corporate rulebook, but still, you’d think it wouldn’t hurt to try to whip up some sort of street cred, instead of just blathering about an interest in style and fashion.

Anyway. The deal is apparently set to see Bieber collaborate with Vespa to design a special-edition scooter, if we read the press release correctly. Officially, we’re told to “Stay tuned for the 2022 unveiling of an exciting new collaboration between two contemporary global icons: Justin Bieber and Vespa.” Pretty scant details, so, stay tuned, and we’ll see something soon? Unless The End Of The World comes before that happens …