Adidas teams up with Fear of God

Adidas has announced a long-term partnership with American luxury fashion brand Fear of God, and its charismatic founder Jerry Lorenzo, which will “focus on performance basketball and active lifestyle products.”

The new partnership will drive the creative and business strategy for Adidas basketball globally, going “beyond traditional collaboration,” also solidifying the new Fear of God Athletics line.

Jerry Lorenzo said: “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 revolutionise the performance basketball industry forever.”

Adidas executive board member, Brian Grevy, who’s responsible for global brands, added: “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.

“Jerry’s authentic connection to sport, deep understanding of the footwear industry and past, and ability to reinterpret heritage and visualise the future excites us. We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.”

Lorenzo is synonymous with Los Angeles where basketball intersects with the culture that surrounds it. Adidas says it has “always been committed to bringing together people, ideas, and movements.”

Together the partnership will celebrate collaboration, creativity, and legacy in sport, something Adidas knows all about from its unrivalled sports footwear and apparel history.

Fear of God is an independent American luxury fashion label, founded by Lorenzo in 2013 in LA.