To end 2020 with a bang, Jerry Lorenzo announced a new partnership on Tuesday between Fear of God and adidas. The partnership puts Lorenzo, who's built Fear of God since 2013, in the position of creative director for adidas basketball, whose roster features stars Damian Lillard, James Harden and Candace Parker. This deal also creates Fear of God Athletics, a third branch for the company that already houses Essentials and the main Fear of God luxury line where it all started.
“This is a role that is unprecedented in its very nature and nuanced attribution that it defies all titles and traditional definitions," Lorenzo said in a press release. "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.”
“The global impact that Jerry Lorenzo and Fear of God has had on culture and the industry is undeniable," Brian Grevy, adidas Executive Board Member responsible for Global Brands, also said. "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. We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.”
As faith stands at the core of Fear of God's brand identity, the partnership with adidas aligns with the Christian belief of the Holy Trinity and the addition of Fear of God Athletics as a third pillar creates a sense of completion for the label.
This move comes after Fear of God released its first basketball shoe, the Air Fear of God I, with Nike. They released a handful of athletic collections with adidas' rival with pieces inspired by retro style.
Lorenzo's cultural influence has grown year after year as celebrities from all arenas wear Fear of God and embrace its brand values. This year's Seventh Collection was especially impactful as it celebrated baseball's Negro Leagues in the organization's centennial. Months later, Major League Baseball announced that it was incorporating Negro Leagues stats into its record books.
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