Jerry Lorenzo Confirms Collabo Between Adidas X Fear of God Athletics

Jerry Lorenzo, the renowned fashion designer and founder of Fear of God, has officially announced a collaboration between his brand and sports giant Adidas. The partnership, which brings together the distinct aesthetics of both creators, is set to launch Fear of God Athletics.

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This highly anticipated collaboration aims to bridge the gap between performance and style in athletic wear. Lorenzo’s talent for blending luxury fashion with streetwear sensibilities aligns perfectly with Adidas’ commitment to innovation and functionality.

What sets this collaboration apart is the meticulous attention to detail in the design process, resulting in truly unique pieces that seamlessly combine high-performance features with elevated streetwear elements.

With 2023 coming to a close, the much-awaited launch date of December 3, which would see the release of the first capsule for the 2023–2024 season, was finally confirmed. The collection’s tone was established by the campaign shots, which had a distinctive Dune-like aesthetic with oversized apparel and sparse branding.

In an interview with GQ, Lorenzo reflected on the challenges and setbacks that delayed the launch. Pitched initially to Nike, the Athletics line faced cancellation, leading to Lorenzo’s departure and subsequent partnership with adidas.

Lorenzo explained the long wait: “We needed a little bit more time for this to be exactly what I had dreamt for it to become, which is just a hundred-percent pure performance.” Other factors that led to this were explained as Jerry wanting to “clean house and set up a new strategy,” though the partners “spent a long time trying to make that work, and it just didn’t work.”

In December 2020, following two years at Nike, Lorenzo became a part of Adidas. At the time, a press release stated that Lorenzo would oversee the global creative and business strategy for Adidas Basketball, with a particular emphasis on performance basketball. The partnership was revealed with a grand launch, rumored to include intentions to relocate Adidas Basketball’s operations from Portland, Oregon to Fear of God’s Los Angeles headquarters.

“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,” Lorenzo said in 2020.

The new direction for Fear of God x Adidas will still involve basketball product but won’t be exclusively focused on future basketball releases.

 

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