Reimagining the future of basketball
adidas has appointed Fear of God designer Jerry Lorenzo to lead the creative and business strategy of its basketball category. As part of the new long-term partnership, he will create a division within Fear of God, called Fear of God Athletics, that focuses on performance basketball product and activewear. "Jerry's authentic connection to sport, deep understanding of the footwear industry and past, and ability to reinterpret heritage and visualize the future excites us. We look forward to working with him to inspire the next generation of basketball creatives, athletes, and communities," said adidas executive board member Brian Grevy.