Fear of God is changing the game and just locked up a long-term contract with adidas to keep furthering its vision. Announced earlier today, Jerry Lorenzo’s mega brand will create a new image for basketball on the global stage.
In its new home, Fear of God will continue and expand its two original pillars with Essentials and the luxury mainline, but will also build a new pillar that will focus on athletics. Fear of God has seen incredible growth in the last couple of years and now that it has partnered with one of the most respected brands in the world, leading a new charge in basketball is certainly within its reach.
“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.” Brian Grevy, Executive Board Member responsible for global branding, said in a press release.
Celebrating different cultures and honoring some of the most underrepresented aspects of sports has been one of Fear of God’s best efforts. Now given a larger platform, it is only expected that Lorenzo and his team can multiply this success.