JERRY LORENZO PARTNERS WITH ADIDAS

Fear of God’s Jerry Lorenzo is already responsible for dressing most of the best basketball players in the world.

Whether it’s the drapey and dusty designs from Fear of God’s mainline or the sweatsuits put out through the Essentials collection, the world’s premier hoopers flock to Lorenzo’s designs.

Fear of God is so endemic to the [culture around basketball that the NBA2K franchise put the brand’s shoes in the Now, Lorenzo will go from dressing basketball players off the court to designing what they wear on the hardwood.

On Tuesday, Lorenzo and Adidas announced a partnership that will see the designer head up the Three Stripes’ basketball division as well as the formation of Fear of God Athletics.

“The new pillar will focus on performance basketball and active lifestyle products that complete Fear of God’s triune nature and compliments the brand’s other two pillars, Essentials and Fear of God’s luxury mainline.”

Aside from the made-in-the-stars nature of this partnership, it will also go a long way towards realizing Lorenzo’s vision for Fear of God.

“The global impact that Jerry Lorenzo and Fear of God has had on culture and the industry is undeniable,” Brian Grevy, the Adidas executive board member responsible for Global Brands.

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