Fear of God's Jerry Lorenzo is having quite a year. The Los Angeles-based brand collaborated with Italian luxury menswear label Ermenegildo Zegna and was met with an overwhelmingly positive response, with pieces sold out in just days. Its more affordable diffusion line, Fear of God Essentials, that was launched in 2018, has been increasingly popular. And the brand has been generating constant buzz with its other slate of collaborations as well as its own collections.
In what seems like divine timing, adidas together with Fear of God's owner and founder Jerry Lorenzo, announced today that both brands are set to embark on a long-term partnership.
As the name suggests, Fear of God Athletics will be a culmination of Fear of God's luxury streetwear aesthetic with adidas' expertise in the sports arena. It's set to be the third pillar in the Fear of God brand that completes its triune nature, complementing the main Fear of God line and Fear of God Essentials. Primarily, Fear of God Athletics will focus on basketball gears on both the performance and lifestyle fronts.
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But beyond the collaboration and formation of a new line, Lorenzo will also be driving the creative and business strategy for adidas basketball globally.
"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," says Lorenzo in a press statement released.
There's no word yet on when Fear of God Athletics or Lorenzo's first adidas basketball collection will be released. But we're predicting that the former will sit somewhere in between Fear of God and Fear of God Essentials in terms of price point. And of course, there's no doubt that both collections are set to embody that same elevated streetwear aesthetic that's signature to Fear of God.