Today, adidas announces their long-term partnership with Fear of God, led by owner and founder Jerry Lorenzo. With this groundbreaking partnership, Lorenzo will drive the creative and business strategy for adidas basketball globally. The alliance challenges and exists beyond traditional collaboration –– and is the truest and most honest form of both personal and business relationship. The partnership will also solidify the establishment and formation of the third pillar of the Fear of God house, Fear of God Athletics. The new pillar will focus on performance basketball and active lifestyle products that complete Fear of God’s triune nature and compliments the brand’s other two pillars, Essentials and Fear of God’s luxury mainline.
“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.” says Brian Grevy, adidas Executive Board Member responsible for Global Brands. “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.”
Jerry Lorenzo is synonymous with Los Angeles, where the game of basketball intersects with the culture that surrounds it. We have always been committed to bringing together people, ideas, and movements. Together the partnership will celebrate collaboration, creativity, and legacy in sport.
Stay tuned for more news on the Jerry Lorenzo x adidas partnership here on Modern Notoriety.