When Jerry Lorenzo jumped into the fashion industry he had no training or professional experience. The son of a former athlete, Jerry was tapped into the culture and found early success in styling celebrities as well as designing their merch. In 2012, he founded Fear of God – his own streetwear company.
Now, just nine years later, the untrained fashion mogul has launched a partnership with Adidas. While Lorenzo’s designs have become a staple within the NBA over the past few years, with athletes and stars sporting Fear of God courtside, the partnership with Adidas will allow the brand to take shape on the court as well.
Fear of God Athletics will be the name of the collaborative division within Adidas. Designing sneakers and other athletic wear in partnership with the world’s second largest sports apparel company – the new division hopes to make “revolutionize the performance basketball industry forever” according to Jerry himself.
It is expected this will bring the end of any further partnerships between Fear of God and apparel company Nike. The two brands had a long history of collaboration over the past few years. Now with Adidas giving Jerry Lorenzo his own division and creative control, the Nike partnership becomes a thing of the past.
The new Fear of God x Adidas partnership is to focus on athletic footwear. As basketball sneakers have seen their sales dropping for years – the potential for the brand to reignite interest in the category is huge.
Adidas has fostered several successful partnerships previously, including it’s popular YEEZY brand. With it’s history of success – one can only assume the Fear of God division will be successful as well.
The German shoe maker isn’t just partnering with streetwear companies however, it’s also partnering with one of the most recognizable shows in the history of television for a brand new sneaker. Read that story here.