After much anticipation and a trail of rumors and leaks, the adidas Fear of God Athletics collection is finally making its debut, marking a significant moment in the collaboration between Jerry Lorenzo and adidas.
This launch comes as a surprise to many, as the actual collection differs notably from the early samples and leaks that had previously circulated.
The Genesis of Fear of God Athletics
Founded by Jerry Lorenzo, Fear of God has established itself as a powerhouse in American fashion. The collaboration with adidas, announced at the end of 2020, marks the launch of Fear of God Athletics, an activewear brand that Lorenzo has been nurturing for years. Initially, Lorenzo had pitched the idea to Nike, leading to the creation of the Nike Air Fear of God 1 in late 2018. However, after a series of discussions and a sudden drop by Nike, Lorenzo reached out to adidas, paving the way for this new venture.
The Collection's Vision
Fear of God Athletics stands out for its commitment to pure performance wear, distinct from the lifestyle-centric collaborations often seen in the fashion industry. This collection is not about hype or collaborations but focuses on gear meant for actual sports. Lorenzo's vision for the brand is deeply rooted in his sports background and his desire to create performance wear that transcends the court.
The Design Philosophy
The collection, engineered by adidas, showcases Lorenzo's minimalist design philosophy, blending simplicity with high performance. The campaign, shot by Nadav Kander, reveals pieces that embody both the spirit of Fear of God and the technical prowess of adidas. The design language draws inspiration from late-nineties and early-aughts football gear, particularly the Adidas Predator cleats worn by David Beckham.
The Unexpected Journey
Lorenzo's journey to this launch has been filled with challenges and unexpected turns. From the initial rejection by Nike to exploring partnerships with other brands, and finally finding a home with adidas, this collaboration is a testament to his resilience and vision. The collection's launch is not just about introducing new products but also about the realization of a dream that Lorenzo has been nurturing for years.
The adidas Fear of God Athletics collection is set to be a game-changer in the performance wear market. With plans to sponsor youth teams and a focus on creating designs that are both functional and stylish, Lorenzo aims to redefine the landscape of sports fashion. The collection is expected to evolve further, with Lorenzo promising that by the second half of 2024, it will fully embody his vision of performance wear that is light, playable, and transcends beyond the sports arena.
Sources: Fear Of God, GQ and Complex