Fear of God Issues Update on adidas Partnership
More to come in 2023
Jerry Lorenzo sits in the adidas product archive library at adidas Global Headquarters in Herzogenaurach, Germany image via Jerry Lorenzo
As the calendar quietly shifts into December, an unassuming anniversary approaches. It was exactly, December 22nd, 2020 when adidas officially announced its partnership with Jerry Lorenzo and his Fear of God Athletics arm of Fear of God. The move sent a ripple effect throughout the footwear industry as Lorenzo was only one year removed from a Nike partnership that birthed a brand-new silhouette, the Air Fear of God 1.
The move to the Three Stripes from the Swoosh also brought with it the opportunity and challenge to create for adidas Basketball as an entity and place FOG Athletics as even yoke to the German-based titan.
Lorenzo would then hire friend, mentor and experienced designer and executive, Jason Mayden as the President of FOG Athletics and bring the Air Jordan 2009's designer on in a leading capacity. Between trips to adidas' Portland campus and World Headquarters in Germany; the only trace of an FOG x adidas product was a hoodie the designer wore to a Los Angeles Lakers game.
Fast forward to the present day. adidas recently launched a basketball campaign entitled, "Remember The Why" – but the visuals and product language feels very Lorenzo and Fear of God-like. While the aforementioned campaign and product was made in the image of FOG, the brand took to social media in an official statement to deny any involvement from Lorenzo and Fear of God on the campaign. And shed only a glimmer of light on 2023 being when we may see the first detailed look into the partnership.
Certainly, there is more to this story and the various aspects that have taken over two years to build. Although we are not expected to see anything from the collaborators until next year; are you still looking forward to the project? See the statement below: