Fear of God and adidas announce a new partnership

With a surprise move, Fear of God and adidas have announced a long-term partnership based on two important innovations: the appointment of Jerry Lorenzo as global creative and business strategy of adidas Basketball and the creation of a new Fear of God Athletics subline that will be featured alongside the main one and Essentials.  

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, Jerry Lorenzo said. 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. 

Contrary to Essentials' cosy idea and Fog's suiting and workwear idea, Fear of God Athletics will go in a new direction, focusing mainly on activewear and basketball with the possibility of seeing future collaborations with the likes of James Harden, Damian Lillard and Donovan Mitchell. 

The global impact that Jerry Lorenzo and Fear of God has had on culture and the industry is undeniable, adidas executive Brian Grevy said. Jerry is a creative visionary and embodies a true expression of the entrepreneurial spirit today. His authentic connection to sport, deep understanding of the footwear industry and past, and ability to reinterpret heritage and visualize the future excites us. We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.

The first items of the collection will arrive in 2021, at the moment there are no details on the release date.