Adidas & Fear of God Announce Long-Term Partnership for Hoops Innovation

Mahlik Campbell

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Edward Berthelot via Getty Images

With the start of the NBA season later this week, Adidas is prioritizing the growth of its Basketball division by joining forces with Fear of God and its trailblazing founder Jerry Lorenzo.

The partnership will come to life in two ways: 1) Lorenzo is set to assume the wheel of global creative and business strategy for Adidas Hoops and 2) a new Fear of God Athletics line will be established to accompany FoG's two existing pillars of Essentials and then the headline products.

Going forward: Bringing Lorenzo and his vision for luxury streetwear and sportswear into the fold widens the opportunities for Adidas to fully realize the style influence that stars like James Harden, Damian Lillard, Donovan Mitchell and more possess. 

"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," Lorenzo said in a statement shared with his more than 1.6 million Instagram followers.

"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." (Those are some major expectations.)


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End of an era: While the exact looks expected to debut in 2021 are still a mystery, one thing about Lorenzo's future is certain: his work with Nike will halt. The fruitful relationship, beginning in 2016, resulted in a few memorable collections – some basketball-focused – and the iconic Air Fear of God 1 silhouette.