Fear of God, the renowned streetwear label founded by Jerry Lorenzo, is breaking new ground with its collaboration with sportswear giant Adidas. The release of ‘Athletics,’ the third tier under Lorenzo’s brand, is marked by a series of global pop-up events called ‘The Athletics Atmosphere.’
This partnership signifies Adidas’ first venture post-Yeezy, indicating a strategic move towards a fresh chapter for the German sportswear behemoth. The global pop-ups, initiated in Los Angeles, immerse attendees in an exclusive experience, showcasing the unity of Fear of God’s primary collection, Essentials, and the innovative Athletics line.
Fear of God Athletics strategically positions itself between the brand’s main collection and the Essentials range. The symbolism of the three pillars – Fear of God, Essentials, and Athletics – embodies both simplicity and complexity, reflecting the heart of Fear of God’s design philosophy.
Creatively directed by Lorenzo, the collection draws inspiration from Adidas archives, featuring standout pieces like an oversized pullover sweatshirt with laser-cut, heat-bonded, and stitched three stripes. With approximately 24 ready-to-wear styles in sesame and black colors, the collection emphasizes a versatile, unisex appeal, with specific styles curated for women.
Introducing a new Athletics logotype, a fusion of a 1950s Adidas logo with the Fear of God insignia, this collaboration brings a curated selection of ready-to-wear, footwear, and bags to select Adidas stores from December 6. Anticipate future drops as this dynamic partnership continues to redefine the intersection of technology and design.
Fear of God’s expansion, coupled with Adidas’ strategic collaboration approach, sets the stage for an exciting evolution in streetwear. Stay informed about upcoming releases and developments arising from this influential collaboration.
