Jerry Lorenzo at the head of the Adidas basketball division
2020 is definitely a year like no other and this latest surprising news confirms it. While very close to Nike for many years, Jerry Lorenzo, the founder of the prestigious steetwear label Fear Of God, announces a long-term partnership with the German equipment manufacturer adidas.
The famous californian designer is taking over the head of the basketball division, and will drive the creative and commercial strategy. This partnership includes the creation of a new FOG line : Fear Of God Athletics.
The adidas basketball products already have a good reputation for performance, with the touch of Jerry Lorenzo, the aesthetics promise to be greatly improved and their popularity should logically increase. The pieces developed by Lorenzo are already highly appreciated by the world’s top basketball players. This new partnership will enable the development of active lifestyle products and will complement the two other pillars of the Los Angeles brand : the luxury Fear of God line and the more basic Essentials line.
Like his friend Kanye West, Jerry Lorenzo is moving from designing sneakers with Nike to a much broader role and function at adidas.
Jerry Lorenzo has posted a text on Instagram introducing his new partnership, he says : « This is a role that is unprecedented in its very nature and nuanced attribution that it defies all titles and traditional definitions. This is a fearless move where shared vision and conviction are at the heart of the accretion of two brands shaping sports and culture, with the purpose to truly multiply our nuanced strengths to revolutionize the performance basketball industry forever. »
Jerry Lorenzo’s partnership with German giant adidas and the Fear of God Athletics line should bring a new wave of modernity. This partnership aims to celebrate collaboration, creativity and the legacy of sport. Between Salehe Bembury who left Versace to launch his own brand and Jerry Lorenzo at adidas, 2021 promises to be hot !