Adidas announced Tuesday afternoon that they would be appointing Fear Of God designer Jerry Lorenzo to lead the creative and business strategy of its basketball category. The new long-term partnership will create a division within Fear of God, called Fear of God Athletics, that focuses on performance basketball product and activewear. Speaking on the role via press release Jerry said
“This is a role that is unprecedented in its very nature and nuanced attribution that it defies all titles and traditional definitions, 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.”
Brian Garvey, Adidas executive board member said in a press release “Jerry’s authentic connection to sport, deep understanding of the footwear industry and past, and ability to reinterpret heritage and visualize the future excites us. We look forward to working with him to inspire the next generation of basketball creatives, athletes, and communities.”
Stay tuned for more information soon.