Jerry Lorenzo Announces New Direction for Fear of God x adidas
Announced back in 2020, Jerry Lorenzo‘s Fear of God x adidas ) partnership has not delivered any major releases aside from a yellow hooded sweatshirt released at Shanghai’s INNERSECT festival this past January. But now the FoG founder and designer has now offered an update on the ongoing partnership.
The update comes after the unveiling of the adidas Basketball “Remember the Why” campaign late last week. The Fear of God Instagram shared a statement noting that the upcoming release is not associated with its partnership with German sportswear company as many suggested, due to the resemblance to the INNERSECT release. The statement goes on to note a restructuring of the collaborative relationship that will express a wider focus with the “Fear of God Athletics” line.
Jerry Lorenzo and Fear of God are not involved or connected to the adidas Basketball “Remember The Why” campaign and collection launching this holiday season. The partnership between adidas and Jerry Lorenzo has evolved over the past two years to a concentrated focus on the creation and development of Fear of God Athletics.
With the intent to maximize the opportunity with Fear of God Athletics, this unobstructed focal point, will provide Fear of God and adidas the necessary capacity to deliver against an uncompromised and unparalleled performance vision that is set to transcend both sport and fashion.
Both houses look forward to sharing more in the first half of 2023 and remain enthusiastic about the vision for our collective partnership.
The prevailing Fear of God Athletics line will now see Jerry Lorenzo take on sporting wear past just basketball styles.