Fear of God founder Jerry Lorenzo will transform the realm of the athletic gear with his new long term partnership with Adidas. Lorenzo will lead the direction of Adidas Basketball’s creative strategy, in addition to establishing Fear of God’s subdivision Fear of God Athletics.
Prior to Adidas Lorenzo had been collaborating with Nike, designing top tier speakers like the 2018 Air Fear of God 1. After a three year partnership with Nike, Lorenzo will be switching athletic lines and using his artistic eye to create the ultimate basketball attire for the Adidas brand.
“This is a role that is [so] unprecedented in its very nature and nuanced attribution that it defies all titles and traditional definitions,” Lorenzo says in a release for an Adidas project. “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.”
This Adidas addition to the Fear of God franchise formulates a trifecta of athletic streetwear fashion, combining with Fear of God’s main line and the developing Fear of God ESSENTIALS.
Lorenzo’s Fear of God brand is a prominent part of the culture and a popular brand among those who play sports and others who don’t.
“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,” says Adidas Executive Board Member Brian Grevy in a release statement. “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. We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.”