Fear of God and Adidas Announce Long-Term Partnership

by OVERSTANDARD

Fear of God and Adidas has just announced a long-term partnership that will focus on two main topics. Fear of God founder Jerry Lorenzo will spearhead the global creative and business strategy for adidas Basketball, and the creation of a new sub-label called Fear of God Athletics to accompany the seasonal Essentials collections and the main brand offerings.

Although the next Fear of God Athletics product is yet to be revealed, it will focus on high-performance basketball and sportswear products and it’s very possible that we will se upcoming collaborations with athletes.

This announcement also marks the end of Lorenzo’s collaborations with Nike, a relationship that began in 2018 and was best known for sneakers like Air Fear of God 1.

Photos: Jerry Lorenzo

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