Highsnobiety

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.

We Recommend
  • Best streetwear brands
    25 Streetwear Brands Every Highsnobiety Reader Should Know & Where To Buy Them
    • Style
  • Models walk the runway during the Dries Van Noten Menswear Spring/Summer 2024 show as part of Paris Fashion Week on June 22, 2023 in Paris, France.
    Luxury Brands Every Highsnobiety Reader Should Know & Where To Buy Them
    • Style
  • Fear of God Jerry Lorenzo wears a black coat and gold jewelry in front of a red backdrop
    Jerry Lorenzo on Fear of God's Long-Awaited adidas Line
    • Style
  • Fear of God Athletics' first collection, designed by FOG founder Jerry Lorenzo & adidas
    Up Close With Fear Of God Athletics
    • Style
  • First look at Jerry Lorenzo's adidas x Prada sneaker collab
    Jerry Lorenzo Designed the Latest adidas x Prada Shoe
    • Sneakers
  • Image on Highsnobiety
What To Read Next
  • Moschino creative director Adrian Appiolaza wears a white t-shirt and blue jeans with his pug
    So, How Did Fashion's New Creative Directors Fare?
    • Style
  • MSCHF's Timberland-shaped 2x4 boot
    What To Even Make of MSCHF's Massively Wild "Timbs?"
    • Sneakers
  • stussy jewelry line
    8-Ball Earrings? Sounds Right for Stüssy's First Jewelry Line
    • Style
  • joe freshgoods new balance 1000 sneakers
    Joe Freshgoods' New Balance Sneaker Is a Shiny Banger
    • Sneakers
  • Arcteryx's logo on a store in Shanghai
    Inside the Arc'teryx Museum, Where GORE-TEX Jackets Are Art
    • Style
  • kith new balance 1906R sneakers
    Kith's New Balance 1906 Collab Only Gets Better
    • Sneakers
*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

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the 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.