Fashion, News & Events

adidas and Fear of God announce a long-term partnership

words by: Natasha Marsh
Jan 21, 2021

A month ago, adidas announced a long-term partnership with Fear of God. According to the announcement, adidas has granted Fear of God founder, Jerry Lorenzo, influence over the creative strategy for their basketball business. The sub-label, Fear of God Athletics, will focus on luxury items for performance basketball and active lifestyles.


Lorenzo said in a statement:


“This is a fearless move where shared vision and conviction are at the heart of the accretion of two brands shaping sports and culture, with the purpose to truly multiply our nuanced strengths to revolutionize the performance basketball industry forever. Adidas and Fear of God share the same dream for the future of basketball, on and beyond the court, and we look forward to changing the face of the industry through a new model that will unfold before us in the coming years.”


Lorenzo is a huge basketball fan and the adidas collaboration will mark the end of his partnership with Nike that started in 2018. “The global impact that Jerry Lorenzo and Fear of God has had on culture and the industry is undeniable. Jerry is a creative visionary and embodies a true expression of the entrepreneurial spirit today. Jerry’s authentic connection to sport, deep understanding of the footwear industry and past and ability to reinterpret heritage and visualize the future excites us,” Brian Grevy, executive board member of adidas said in a press release.


Although the product has not yet been revealed, you can expect it at some point this year.


Photo via Joshua Kissi/adidas