Fear of God Founder Jerry Lorenzo Joins adidas
The creative will take charge of the brand’s basketball division
Hours after the announcement of a long-term partnership between Adidas and Fear of God, the mastermind behind the madness, Jerry Lorenzo, took to twitter to unveil his bold three stripe neck tattoo, cementing the deal, and sending Nike back to the bench. Alongside this, Lorenzo was also appointed as the head of Adidas’ ever growing basketball division, recently saying in a press release that: “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. Adidas and Fear of God share the same dream for the future of basketball, on and beyond the court, and we look forward to changing the face of the industry through a new model that will unfold before us in the coming years.”
It seems that Lorenzo’s mindset for the German sportswear brand is to revolutionize the performance basketball industry, something that would not have been possible at all back at Nike, but it seems as though Adidas’ basketball break is just a stones throw away.
Stay tuned to find out what comes of Jerry Lorenzo joining adidas.