adidas has announced a long-term partnership with Jerry Lorenzo and Fear of God. The move confirms Lorenzo's departure from Nike, though it’s currently unclear whether Lorenzo’s contract with the Swoosh has expired, or if either side terminated it early.

According to the Three Stripes, Lorenzo will drive the creative and business strategy for adidas basketball globally. The partnership also makes way for the introduction of a new Fear of God pillar, Fear of God Athletics, which will focus on performance basketball and active lifestyle products.

“This is a role that is unprecedented in its very nature and nuanced attribution that it defies all titles and traditional definitions," said Lorenzo. "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,” he went on to add.

adidas points out in an official press release that the partnership is a celebration of collaboration, creativity, and legacy in sport.

“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,” said Brian Grevy of adidas. “Jerry’s authentic connection to sport, deep understanding of the footwear industry and past, and the 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.”

Lorenzo was previously a part of the Nike family, a partnership dating back to 2018 and the source of several successful collaborative sneakers. Neither Nike nor Lorenzo have spoken on the split at this time and it’s unlikely that they will go into detail about it. However, we can all look ahead to a compelling partnership with another athletic powerhouse in adidas x Jerry Lorenzo.

To stay updated on everything happening in the sneaker world, follow @Highsnobietysneakers on Instagram, check our sneaker release date calendar, and subscribe to our sneaker chatbot on Facebook to receive lightning quick updates to your inbox.

What To Read Next

  • best scandinavian brands feature rains sandqvist stutterheim

    39 Scandinavian Brands You Need to Know

    Style
  • spanish rappers feature BEJO C.Tangana Cookin' Soul

    10 Spanish Rappers You Need to Know

    Culture
  • Image on Highsnobiety

    Palace’s UGG Boots Probably Aren’t For Skating In

    Sneakers
  • salomon xt-6

    Is This the Best Salomon Colorway Yet?

    Sneakers
  • Image on Highsnobiety

    Can New Balance's 610 Be Its Next 990?

    Sneakers
  • Image on Highsnobiety

    A Testament to Greatness – Drake's Apollo Theatre Setlist

    Culture
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.