Adidas announces groundbreaking long-term partnership with Jerry Lorenzo's Fear Of God brand. Adidas also announced, Lorenzo will drive the creative and business strategy for Adidas basketball globally.
The alliance challenges and exists beyond traditional collaboration –– and is the truest and most honest form of both personal and business relationship. The partnership will also solidify the establishment and formation of the third pillar of the Fear of God house, 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.
Peep the official statement for Jerry Lorenzo below.