Adidas Inks Deal With Jerry Lorenzo and Fear of God
All signs say that 2021 is going to be the year of Jerry Lorenzo. The designer, who established his brand Fear of God in 2013, has been on a steady rise since, collaborating with Kanye West and Justin Bieber, partnering with Ermenegildo Zegna to redefine tailoring, and launching an Essentials collection. Moving on with his list of collaborations Jerry Lorenzo has sealed a long term deal with Adidas.
The German Sportswear brand has now a new high profile partner and the partnership offers a collaboration with Fear of God label. The deal aims at driving Adidas forward with the creative business strategy for its basketball division.
Additionally, Adidas said the partnership will yield the third pillar of the Fear of God house, dubbed Fear of God Athletics, which it stated will focus on performance basketball and active lifestyle products and compliment the brand’s Essentials and Fear of God luxury pillars. Jerry Lorenzo said this role will help shape the two brands and will revolutionize the performance basketball industry forever.
Brian Grevy, Adidas executive board member responsible for Global Brands, added: “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. Jerry’s 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.”
Earlier Lorenzo worked with Nike that started in 2018 wherein Nike and FOG delivered many coveted sneakers with the popular Nike Air Fear of God 1 and Nike Air Fear of God Moccasin. He even worked with Nike Inc. brands like Converse during his partnership.
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