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Adidas is now formally announcing its long-term alliance with Fear of God, headed by Jerry Lorenzo, the owner and founder. Lorenzo will be driving the innovative and business plan for adidas basketball worldwide with this revolutionary collaboration. Beyond conventional partnership, the alliance challenges and exists and is the most authentic and truthful type of both personal and business relationships.
The relationship will also strengthen the building and creation of the third pillar of the Fear of God home, Fear of God Athletics. The new pillar focuses on performance basketball and active lifestyle items that complete Fear of God’s three-way nature and complement the brand’s other two pillars, Necessities and Fear of God’s luxury mainline.
In its very nature and complex attribution, this is a position that is unparalleled, which defies all titles and traditional meanings. This is a fearless move in which mutual ambition and conviction are at the center of the growth of two brands that shape sports and culture, with the intention of genuinely multiplying our nuanced strengths to forever revolutionize the performance basketball industry,’ says Fear of God’s Jerry Lorenzo. “Adidas and Fear of God share the same dream on and outside the court for the future of basketball, and we look forward to changing the face of the industry through a new model that will unfold before us in the years to come.”
The global influence on culture and the business that Jerry Lorenzo and Fear of God have had is undeniable. Brian Grevy, adidas Executive Board Member responsible for Global Brands, says that Jerry is an innovative visionary and represents a true reflection of the entrepreneurial spirit today. We are inspired by Jerry’s genuine connection to sport, profound knowledge of the past and willingness to reinterpret heritage. We look forward to working with him to inspire the developers, athletes and communities of the next generation of basketball.
Jerry Lorenzo is synonymous with Los Angeles, where the basketball game intersects with its surrounding community. The relationship will celebrate teamwork, imagination, and legacy of sport together.