Fear Of God label and adidas officially announce a long-term partnership, with brand founder Jerry Lorenzo driving the creative and business strategy for adidas Basketball globally. This union also serves as a foundational piece to the label’s third pillar Fear Of God Athletics, joining the Fear Of God mainline and their burgeoning ESSENTIALS imprint. According to 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.”
The possibilities of this partnership seem promising. Lorenzo is certainly expected inject his distinct POV into the sports category, and already the prospects of this brings about newfound attention to adidas Basketball. Fear Of God x adidas collaborative footwear and apparel also seem probable under the Fear Of God Athletics label, but the real question is: will the two be able to form its own gargantuan brand, similar to how Kanye did with YEEZY?
Obviously, this puts an end to any future product with Nike for the time being. The Air Fear Of God 1 was last seen as an Instagram drop as the brand shed some surplus stock of a Friends And Family pair.