Today, German sneaker company adidas and owner of Fear Of God, Jerry Lorenzo have announced a long term partnership together. Jerry Lorenzo will head the creative and business strategy for adidas basketball division. This partnership will further add on to the Fear Of God company. Accompanying Fear Of God’s Essentials line and its luxury fashion line, this adidas partnership will launch Fear Of God Athletics.
“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.”
-Jerry Lorenzo, Fear Of God Founder and Owner
“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.”
-Brian Grevy, adidas Executive Board Member responsible for Global Brands.
This partnership comes as a surprise because Jerry Lorenzo has designed multiple sneaker models with adidas’ rival, Nike. The most successful and most coveted release from the Nike and Fear Of God collaboration was the Nike Air Fear Of God 1. The collection also includes the Air Fear of God Raid, the Air Fear of God Moc, and the retro Skylon 2. Apparently, Lorenzo and Nike could not come to an agreement to continue their collaboration. He told Complex, “As much as I’ve loved my time with Nike and the opportunities that they’ve given us, unless they see the future the same way that we see the future, the cost doesn’t necessarily make sense for us,” Lorenzo said. “We want to be on the basketball court. We want to be on the baseball diamond. We want to be training, running shoes.”
Jerry Lorenzo Has A Familiar Face At adidas
Jerry Lorenzo’s friend Kanye West is also apart of the adidas brand. According to Forbes, the YEEZY brand is worth over a billion dollars. Jerry Lorenzo was on the design team for the Yeezy Boost 750, Kanye’s first sneaker with adidas.
Will this Adidas and Fear Of God partnership reach the same success as the YEEZY brand?
Are you excited for the Fear Of God an adidas partnership?