The designer’s Fear of God luxury streetwear label is a cultural force.
Florida A&M University (FAMU) alum Jerry Lorenzo and his Fear of God company have signed a long-term partnership with Adidas.
With the partnership, 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 company said in a December statement. “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, the company added.
“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 strength to revolutionize the performance basketball industry forever,” Lorenzo said. “Adidas and Fear of God share the same dream for the future of basketball, 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.”
Lorenzo, the son of former major league player, coach and manager Jerry Manuel, graduated from FAMU in December 2000 with a degree in Public Relations. He later attended Loyola Marymount University.
The fashion and sneaker designer founded of the luxury streetwear label Fear of God in 2013. Lorenzo created five custom looks for Justin Bieber to wear on stage during his Purpose World Tour. The label has garnered the interest and support of Virgil Abloh , Kanye West and Gucci’s Michele Alessandro. During his 2018 sneaker collaboration with Nike, Lorenzo designed the Air Fear of God 1s sneaker in honor of his alma mater.
“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.” says Brian Grevy, Adidas executive board member responsible for Global Brands. “Jerry’s authentic connection to sport, deep understanding of the footwear industry and past, and 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.”