The new performance and lifestyle brand from Jerry Lorenzo and adidas is set to debut on December 3.
Fear of God Athletics is the third pillar of the Fear of God house, founded by designer Jerry Lorenzo. The brand focuses on performance basketball and active lifestyle products that complement the other two pillars, Essentials and Fear of God’s luxury mainline.
Fear of God Athletics is also the result of a creative partnership between Lorenzo and adidas, which was announced in December 2020. The alliance challenges and exists beyond traditional collaboration, and is the truest and most honest form of both personal and business relationship, according to the official press release.
Lorenzo, who previously worked with Nike, joined adidas as the global head of basketball, with full creative control and a say in a larger part of the global business. He also brought his Fear of God team with him, including Leo Chang, the former senior footwear design director at Nike Basketball.
What does Fear of God Athletics offer?
Fear of God Athletics offers both performance and lifestyle footwear, as well as a complete athletic ready to wear offering. The collection includes sneakers, slides, apparel, and accessories that blend Lorenzo’s signature aesthetic with adidas’ innovation and heritage.
The footwear range features four models: the Fear of God Athletics x adidas Forum, the Fear of God Athletics x adidas 4D Runner, the Fear of God Athletics x adidas Adilette, and the Fear of God Athletics x adidas Superstar. The Forum and the 4D Runner are designed for on-court and off-court versatility, while the Adilette and the Superstar are more casual options.
The apparel range consists of jerseys, shorts, hoodies, sweatpants, jackets, and more, all featuring the Fear of God Athletics logo and adidas’ three stripes. The collection also includes accessories such as socks, hats, bags, and water bottles.
Who are the faces of Fear of God Athletics?
Fear of God Athletics has launched with a star-studded campaign that features some of the most influential figures in sports, music, and culture. The campaign, titled “The Athletics Atmosphere”, showcases the brand’s vision of creating a community that transcends boundaries and celebrates diversity.
Some of the celebrities that appear in the campaign are:
- LeBron James, NBA superstar and four-time MVP
- Naomi Osaka, tennis champion and four-time Grand Slam winner
- Derrick Rose, NBA veteran and former MVP
- Swae Lee, rapper and singer-songwriter
- Cordae, rapper and Grammy nominee
- Jaden Smith, actor and musician
- Kaash Paige, singer and songwriter
- Quincy Brown, actor and model
- Vashtie Kola, DJ and director
- Aleali May, stylist and model
- Jerry Lorenzo, designer and founder of Fear of God
The campaign was shot by photographer Renell Medrano at the iconic Hollywood Bowl in Los Angeles, and features a mix of candid and posed shots that capture the essence of the brand.
When and where can you buy Fear of God Athletics?
Fear of God Athletics will officially launch on December 3 online at Fear of God and adidas’ CONFIRMED, as well select adidas DTC stores on December 6. Ahead of the release, however, FOG will hold an event called “The Athletics Atmosphere” in Los Angeles on November 30 to December 3 from 11am to 6pm PT.
The event will offer an immersive experience that invites guests to explore the brand’s ethos and products, as well as enjoy live performances, panel discussions, and workshops. The event will also feature a pop-up shop where attendees can purchase the collection before the official launch.
Fear of God Athletics is expected to be one of the most coveted releases of the year, as it marks a new chapter in the history of both Lorenzo and adidas. The brand aims to redefine the landscape of performance and lifestyle, and create a culture that inspires and empowers the next generation.