The partnership deal looks to evolve adidas’ presence on and off the hardwood as the intersection of sport and fashion are not only present in the market but with Lorenzo’s label as well.
Lorenzo will drive the creative and business strategy for adidas basketball globally, according to adidas. The partnership will also extend into another FOG venture with 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.
Learn what Lorenzo had to say about the partnership below. Keep it locked on Nice Kicks as we await to see what flourishes from it.
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.”
“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.”Fear of God’s Jerry Lorenzo