The year is 2020: COVID is in full swing, Tyler, The Creator wins a Grammy for IGOR, and Fear of God joins forces with adidas. Jerry Lorenzo, founder of the Los Angeles–based label, shook up the sneaker landscape with his modern and timeless designs.
But aside from a few highlights, the collaboration never quite achieved what the duo had hoped for.
In a recent interview with Complex, Lorenzo revealed that the partnership will come to an end this year. When asked about the status of his relationship with adidas, he explained that he was still under contract currently, but that the collaboration would end in December.
The decision not to renew the contract doesn’t come as a complete surprise. Although the duo has released several successful drops over the past five years, none managed to capture attention the way the Nike Air Fear of God 1 (2018) did.
It’s hard to blame Lorenzo for that. At the time, YEEZY, under the direction of Kanye West, was still putting out strong releases that overshadowed Fear of God’s collections in popularity. On top of that, adidas introduced its Basketball line in 2022, which bore a striking resemblance to Lorenzo’s design language—something that may have contributed to the collaboration’s modest impact.
Or perhaps the modern aesthetic of the collection simply didn’t align with the sneaker landscape of the moment. Looking at what hypebeasts were wearing a few years prior, think the YEEZY Boost 750 or the Nike Presto, Lorenzo’s line may have arrived just a bit too late.
What now?
Whatever the reason, the duo is calling it quits, and Lorenzo will shift his focus back to his label. The collaboration officially runs until December 2025. Whether we can expect any new designs is unclear, though it seems unlikely.
Keep an eye on the Sneakerjagers news page for updates.
