Although there has not been much product output since Fear of God founder Jerry Lorenzo joined Adidas nearly two years ago, an announcement made today provides some clarity regarding the partnership.
Fear of God released the following statement on Instagram today to clarify that the partnership has been restructured to focus on the Fear of God Athletics line rather than the new “Remember the Why” campaign that Adidas Basketball launched last week.
Jerry Lorenzo and Apprehension about God are not involved or associated with the adidas Ball ‘Recollect The Why’ lobby and assortment sending off this Christmas season. Over the past two years, adidas and Jerry Lorenzo’s partnership has become more focused on the creation and growth of Fear of God Athletics.
This unimpeded focal point will give adidas and Fear of God the necessary capacity to deliver against an uncompromising and unrivaled performance vision that is set to transcend both sport and fashion with the intention of maximizing the opportunity with Fear of God Athletics.
Both houses remain enthusiastic about the vision for our partnership and anticipate sharing more information in the first half of 2023.
Arch-USA first obtained the statement last week, shortly after the aforementioned campaign launched.
Following a two-year spell at Nike, Lorenzo joined Adidas in December 2020. At the time, a press release stated that Lorenzo would be in charge of Adidas Basketball’s global creative and business strategy, with a focus on performance basketball. An extensive rollout was used to announce the partnership, which was said to include plans to relocate Adidas Basketball’s Portland, Oregon headquarters to Fear of God’s Los Angeles headquarters.