Adidas announced a new long-term deal with Fear of God’s Jerry Lorenzo. The Los Angeles-based designer will “drive the creative and business strategy for Adidas basketball globally,” according to a statement from Adidas.
The press release confirms that this deal will help establish Fear of God Athletics, the third offshoot of the brand alongside its main collection 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,” Lorenzo said in a statement. “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.”
“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,” said Brian Grevy, Adidas executive board member responsible for global brands. “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.”
Lorenzo, who established his brand Fear of God in 2013, has been collaborating on basketball-themed collections with Nike as recently as November 2020. He’s also collaborated with Kanye West and Justin Bieber as well as Ermenegildo Zegna.
Photo courtesy Adidas, Jerry Lorenzo