Fashion designer and Florida A&M University graduate Jerry Lorenzo has just landed a ground-breaking deal that will change the basketball industry, even without being an athlete. The owner and founder of the highly-regarded streetwear brand Fear of God, Lorenzo has become a fashion visionary, with celebrities and collaborations keeping him high demand. Now, according to a statement released from Fear of God, Jerry Lorenzo has reached a long-term deal with adidas.
Coming in, he will focus on globally driving the creative and business strategy for adidas basketball. Lorenzo has long idealized the number 3, and now this partnership will bring his third pillar: Fear of God Athletics. The new athletics brand will complement Fear of God and Essentials already under Lorenzo, creating a trio of exemplary fashion. Fear of God Athletics will offer designer products geared for performance basketball and active lifestyles.
“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.” says Jerry Lorenzo of Fear of God. “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.”
This new deal confirms that Lorenzo has officially left adidas rival Nike, where he began a collaboration in 2018. The details on the end of that deal, where Lorenzo created several successful products, are unclear.
“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 past and ability to reinterpret heritage excites us. We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.”
We’ll have to stay tuned on how Lorenzo plans to change the face of basketball, through both fashion and strategy in his new role.