2021 may have been a challenging year across the board, but today’s news of the long-term partnership between Jerry Lorenzo’s Fear of God and athletic giant adidas is a welcome bright spot. Jerry Lorenzo will be heading up the global creative and business strategy for adidas Basketball and will roll out a new Fear of God Athletics sub-label to accompany the brand’s seasonal Essentials collections and mainline releases.

“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,” said Jerry Lorenzo while discussing the partnership. “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.”

“The global impact that Jerry Lorenzo and Fear of God has had on culture and the industry is undeniable,” says adidas executive Brian Grevy. “Jerry is a creative visionary and embodies a true expression of the entrepreneurial spirit today. His 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.”