Jerry Lorenzo Announces Long-Term Partnership With Adidas
This is huge news to the sneaker community, Jerry Lorenzo, the founder of Fear Of God, is cutting ties with long time partner Nike and signing onto a long term deal with Adidas. Adidas released a press release this morning announcing the news calling Lorenzo the lead the creative and business strategy of its basketball category. Yes, you hear that correctly, Lorenzo will not just create a legendary sneaker but will have his division, Fear of God Athletics. There has been word going around about this announcement but it was not confirmed. We are extremely excited about this partnership, nothing but great partnerships have been made with Adidas, for example; Beyoncé, Pharrell, and Kanye West. We have faith that Lorenzo will produce nothing but the best for the sneakerheads out there.
Lorenzo will have great influence over the creative and strategy for the company's basketball business globally. It'll also allow Fear of God to establish a third "pillar" of the brand, Fear of God Athletics, which will will round out its essentials and luxury mainline with a focus on performance basketball and active lifestyle products.
Lorenzo is known for his sneaker collaboration with Nike on his 2018 Fear of God 1, which was released in December 2018. Lorenzo released tons of colorways in the Fear of God 1 silhouette. But that wasn't his first collaboration. Lorenzo first laid hands on the Fear of God and Vans collaboration in 2016 and 2017.
Lorenzo spoke on his plan to transform the sportswear industry with his new partner.
"Adidas and Fear of God share the same dream for the future of basketball, on and beyond the court," the designer said, "and we look forward to changing the face of the industry through a new model that will unfold before us in the coming years."
Do you think this collaboration will have a much better outcome than teaming up with Nike? We will have to wait and see, but we have faith that Lorenzo will not let us down.