The Jerry Lorenzo, Fear of God x adidas Partnership Has ‘Evolved’

Fear of God, the upscale fashion brand led by Jerry Lorenzo, have confirmed their partnership with adidas Basketball has changed. The union was originally established to see FOG ‘driv[ing] the creative and business strategy for adidas basketball globally’, plus set up the Fear of God Athletics sub-brand with considerable investment from the Three Stripes, but it’s now been confirmed that only the latter is happening.

FOG Athletics released a statement on Instagram over the weekend, stating, ‘The partnership between adidas and Jerry Lorenzo has evolved over the past two years to a concentrated focus on the creation and development of Fear of God Athletics.’

This statement was seemingly made in response to adidas basketball’s latest ‘Remember the Why’ campaign and collection, which looks like it could have had FOG involvement. However, the same statement opened with, ‘Jerry Lorenzo and Fear of God are not involved or connected to the adidas Basketball ‘Remember The Why’ campaign and collection launching this holiday season.’

The matter-of-fact statement closes with, ‘Both houses look forward to sharing more in the first half of 2023 and remain enthusiastic about the vision for our collective partnership.’ FOG x adidas are still yet to deliver any complete collections – the last preview was a handful of basic apparel items in at a Shanghai event.