Jerry Lorenzo, founder of Fear of God, has indicated that he is going to collaborate with adidas. This means that Jerry Lorenzo will stop working with Nike. It is still unclear why he took this step. However, it is clear that Fear of God and adidas are going to have a nice cooperation.
Fear of God is an American luxury brand that Jerry Lorenzo founded in 2013. The brand from Los Angeles specializes in making timeless and wearable products. Fear of God has become the emblem of contemporary culture and combines premium materials with fine craftsmanship.
Fear of Good x adidas: A new journey
Among other things, Jerry Lorenzo will manage the creative and business strategy for adidas basketball. He's not only going to help adidas, he's also going to expand his own brand, Fear of God, with a new branch. Fear of God currently consists of a luxury part and his own 'ESSENTIALS' part. Now Fear of God Athletics is added to these two branches. Fear of God Athletics will focus on performance basketball and lifestyle products.
'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.'Jerry Lorenzo
We do not yet know when the first products of the emerging cooperation will come out, but the first products can be expected sometime in 2021. Keep an eye on our news page to stay up to date with the latest sneaker news. In our sneaker collection, you will find a few kicks Lorenzo designed in the last years. If you are interested, just have a look here. There are also a couple of interesting storys about Lorenzo and Fear of God, that you can read here, in our Sneaker News.