FAMU grad Jerry Lorenzo, founder of the Fear of God (FoG) brand, and adidas announced a long-term partnership. Under the partnership, Lorenzo will drive the global creative and business strategy for adidas Basketball. The partnership will also give birth to the 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 Fear of God.
“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. “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.”
This announcement signals the 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.”
Los Angeles-based Lorenzo, who played baseball while at FAMU, frequently shouts out his alma mater on his social media. Earlier this year, Lorenzo and Fear of God released its first collaboration with luxury designer Zegna.
“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. “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.”
This announcement signals the 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.”
Los Angeles-based Lorenzo, who played baseball while at FAMU, frequently shouts out his alma mater on his social media. Earlier this year, Lorenzo and Fear of God released its first collaboration with luxury designer Zegna.
Lorenzo has his eyes firmly set on becoming the next Ralph Lauren.