Fear of God and adidas Announce Long-Term Partnership

FoG founder Jerry Lorenzo will drive adidas Basketball’s global creative and business strategies.

By
Footwear
93,739 Hypes 60 Comments

In an unexpected bit of pre-holiday news, Fear of God and adidas have announced a long-term partnership. This partnership will be centered around two main pillars: FoG founder Jerry Lorenzo driving global creative and business strategy for adidas Basketball, and a creation of a new Fear of God Athletics sub-label to accompany the brand’s seasonal Essentials collections and mainline offerings.

Adding Lorenzo’s street-meets-luxury-meets-sport design ethos to a basketball label that boasts global superstars like James Harden, Damian Lillard and Donovan Mitchell is a step in a bold new direction for adidas and FoG alike. “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,” said Jerry Lorenzo while discussing the partnership. “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.”

Though Fear of God Athletics’ forthcoming product has yet to be revealed, it’s set to be centered around performance basketball and activewear products, contrasting with Essentials’ cozy staples and the FoG Mainline’s modernized takes on suiting and workwear. It’s quite possible that collaborative products with the athletes mentioned above will appear as well. Of course, this announcement marks the end of Lorenzo’s time working with Nike — a relationship that began in 2018 and was most known for footwear silhouettes like the Air Fear of God 1.

“The global impact that Jerry Lorenzo and Fear of God has had on culture and the industry is undeniable,” says adidas executive Brian Grevy. “Jerry is a creative visionary and embodies a true expression of the entrepreneurial spirit today. His authentic connection to sport, deep understanding of the footwear industry and past, and ability to reinterpret heritage and visualize the future excites us. We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.”

Expect the partnership’s products to begin rolling out in 2021, and for more footwear news check out the latest installment of HYPEBEAST’s weekly Best Footwear Drops list.

Read Full Article

What to Read Next

The Air Jordan 1 KO Retro "Chicago" is Returning in 2021
Footwear

The Air Jordan 1 KO Retro "Chicago" is Returning in 2021

The Bulls-inspired colorway last launched to the public back in 2014.

Bandai Spirits Releases Tachikoma Robot From 'Ghost in the Shell S.A.C. 2nd GIG'
Design

Bandai Spirits Releases Tachikoma Robot From 'Ghost in the Shell S.A.C. 2nd GIG'

Complete with interchangeable weapons.

New Balance’s 920 Returns in a Rich Yellow and Navy Colorway
Footwear

New Balance’s 920 Returns in a Rich Yellow and Navy Colorway

The latest addition to the brand’s Made in U.K. line.


Ronin de Goede Photographs the Work of a Japanese Tattoo Master in ’ASAKUSA’
Arts

Ronin de Goede Photographs the Work of a Japanese Tattoo Master in ’ASAKUSA’

Raw depictions of Yakuza gang members, intimate tattoo sessions and more.

Nike Air Max Plus' New Teal Colorway Brings a Dash of Elegance To the Classic Silhouette
Footwear

Nike Air Max Plus' New Teal Colorway Brings a Dash of Elegance To the Classic Silhouette

A luxurious rendition.

Nike's Kobe 6 Protro "Grinch" Brings Holiday Spirit to This Week's Best Footwear Drops
Footwear 

Nike's Kobe 6 Protro "Grinch" Brings Holiday Spirit to This Week's Best Footwear Drops

Bryant’s beloved Christmas Day sneaker is accompanied by the adidas YEEZY QNTM and BSKTBL “Frozen Blue,” Bodega’s new Nike Dunk High and much more.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. By adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.