Adidas recently announced a long-term partnership with fashion brand Fear of God. After the news came out, it shocked the industry. This situation is very similar to the drama in 2014 when adidas poached Kanye West from Nike with a contract worth up to 10 million US dollars.
After 6 years, adidas has taken another trump card from Nike.
What does adidas want to do to steal food from Nike?
According to Fashion Business News, adidas recently announced a long-term cooperative relationship with fashion brand Fear of God. Jerry Lorenzo, founder and owner of Fear of God, will take over adidas’ basketball business and be responsible for creativity. and the formulation of global strategies, adidas will also provide support for Fear of God’s new sports branch, Fear of God Athletics.
When I woke up, I discovered that last night adidas officially announced that Fear of God, hosted by Jerry Lorenzo, would launch a long-term and in-depth cooperation with adidas.
After the news came out, it shocked the industry.
You know, Nike, which has long been the target of Adidas, just released a new season of cooperation series with Fear of God in early November. It also uses basketball as the theme, and the flagship product is Nike Air Fear. of God 1 is even regarded as the next pair of Nike Air Yeezy.
Lorenzo himself also announced the collaboration on his Instagram account.
Joining adidas means that Fear of God has officially ended its two-year cooperative relationship with Nike. After Kanye, another heavyweight has switched to the adidas camp.
Fear of God
Some insiders pointed out that the sudden switch of Fear of God to adidas not only announced the brand’s relationship with Nike’s two-year partnership ended and the two parties officially parted ways, which also meant that the Nike x Fear of God series in early November became Jerry Lorenzo’s final work at Nike.
Another person familiar with the matter revealed that the differences between Jerry Lorenzo and Nike existed before the release of the cooperation series.
This situation is very similar to the drama in 2014 when adidas poached Kanye West from Nike with a contract of up to 10 million US dollars.
Facts have proved that Adidas has won dozens of times of returns with tens of millions of dollars. With the resurgence of classic retro white shoes such as the Yeezy series and Stan Smith, adidas doubled its sales at the end of 2017 and successfully overtook Nike’s Air Jordan.
Lorenzo said:
“This is a bold collaboration. The shared vision and belief are the core of the two brands’ joint efforts to shape sports culture. Our purpose is to amplify our small advantages, revolutionizing the basketball industry. Whether on or off the court, Adidas and Fear of God share a common vision for basketball, and we look forward to changing the face of the industry with new models in the coming years.”
Brian Grevy, executive director of global brands at Adidas, said:
“Fear of God and Jerry Lorenzo’s impact on global culture is undeniable. Lorenzo was a creative and visionary who demonstrated He has a true contemporary entrepreneurial spirit and a deep understanding of the industry. We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.
What is fear of god
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Jerry Lorenzo is an Italian who grew up in Los Angeles. His father is Jerry Manuel, a former Major League Baseball player. In 2013, he founded Fear of God. Currently, its products include men’s clothing, shoes, and silk. Scarves and even children’s shoes and other categories. Unlike traditional fashion brands, Fear of God pays great attention to tailoring and fabrics, and its differentiated fashion brand design aesthetics is also one of its major advantages.
Fear of God’s brand name is its literal meaning “Fearing God”, Lorenzo said that he grew up in a Christian family, but his faith began to form only after he refocused on life. His design inspiration is mostly influenced by elements he was exposed to as a child, such as the rebellion in the movie “The Breakfast Club” John Bender, Nirvana frontman Kurt Cobain, NBA’s famous “bad boy” Allen Iverson, etc.
Many stars such as Justin Bieber, Kanye West, Rihanna, Hailey Baldwin, Bella Hadid, Gigi Hadid are Fear of God’s number one fan.</p
