adidas has announced a long-term partnership with Jerry Lorenzo and Fear of God. The move confirms Lorenzo’s departure from Nike, though it’s currently unclear whether Lorenzo’s contract with the Swoosh has expired, or if either side terminated it early.
According to the Three Stripes, Lorenzo will drive the creative and business strategy for adidas basketball globally. The partnership also makes way for the introduction of a new Fear of God pillar, Fear of God Athletics, which will focus on performance basketball and active lifestyle products.
“This is a role that is unprecedented in its very nature and nuanced attribution that it defies all titles and traditional definitions,” said Lorenzo. “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.”
“adidas and Fear of God share the same dream for the future of basketball, on and beyond the court, and we look forward to changing the face of the industry through a new model that will unfold before us in the coming years,” he went on to add.
adidas points out in an official press release that the partnership is a celebration of collaboration, creativity, and legacy in sport.
“The global impact that Jerry Lorenzo and Fear of God has had on culture and the industry is undeniable. Jerry is a creative visionary and embodies a true expression of the entrepreneurial spirit today,” said Brian Grevy of adidas. “Jerry’s authentic connection to sport, deep understanding of the footwear industry and past, and the ability to reinterpret heritage and visualize the future excites us. We look forward to working with him to inspire the next generation of basketball creatives, athletes, and communities.”
Lorenzo was previously a part of the Nike family, a partnership dating back to 2018 and the source of several successful collaborative sneakers. Neither Nike nor Lorenzo have spoken on the split at this time and it’s unlikely that they will go into detail about it. However, we can all look ahead to a compelling partnership with another athletic powerhouse in adidas x Jerry Lorenzo.
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