adidas broke MAJOR news today as they have announced a long-term partnership with Fear of God, led by owner and founder Jerry Lorenzo. With this groundbreaking 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 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.
?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.?says Jerry Lorenzo of Fear of God.
Jerry Lorenzo is synonymous with Los Angeles, where the game of basketball intersects with the culture that surrounds it. adidas has always been committed to bringing together people, ideas, and movements. Together the partnership will celebrate collaboration, creativity, and legacy in sport.
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