Jerry Lorenzo's ascent in fashion is a tale of innovation and audacity. His label, Fear of God, has carved a niche in high fashion with its mainline collection and made fashion accessible through its Essentials brand, widely available across the globe via Pac Sun. Between these two extremes sits Lorenzo's sneaker designs, which will now be a part of adidas’ Fear of God Athletics label. Three years have passed since the announcement that Lorenzo would be leaving Nike for adidas, and now December 3, 2023, marks the first launch of Fear of God Athletics x adidas.
Lorenzo's journey with Nike, marked by successful releases like the Air Raid-inspired Fear of God Raid, Fear of God Moc, and Nike Air Fear of God 1, came to an unexplained pause. In 2020, Lorenzo announced his departure from Nike in a move that shook the fashion world, signaling a new era as he joined forces with adidas. In between this, Lorenzo spoke to New Balance and Reebok and talked with “some sneaker brands overseas.”
The announcement of Fear of God Athletics, a sub-label under adidas, initially promised a 2022 launch. Lorenzo was expected to take charge of adidas Basketball and introduce his line under FOG Athletics. However, years passed without a release, leading to speculation and anticipation among fans and industry insiders. The first public sighting of the collaboration was Lorenzo himself wearing a co-branded yellow hoodie, reigniting excitement.
In April 2023, a fashion show at the Hollywood Bowl gave the world its first official look at the Fear of God Athletics x adidas collection. The collection hinted at the depth and diversity of the collaboration by showcasing a range of retro-inspired models like 'The '86' and modern performance basketball models. Much of this took a more high-fashion approach infused with performance, something that was partially achieved with FOGs Nike designs. Following this, leaks for various sneakers hit the internet and fueled the hype for the collection even further.
As 2023 progressed, the much-anticipated launch was finally confirmed for December 3, marking the release of the first capsule for the 2023-2024 season. Campaign images revealed a unique Dune-like aesthetic, featuring oversized clothing items and minimal branding, setting a distinct tone for the collection.
In an interview with GQ, Lorenzo reflected on the challenges and setbacks that delayed the launch. Pitched initially to Nike, the Athletics line faced cancellation, leading to Lorenzo's departure and subsequent partnership with adidas.
Lorenzo explained the long wait: “We needed a little bit more time for this to be exactly what I had dreamt for it to become, which is just a hundred-percent pure performance.” Other factors that led to this were explained as Jerry wanting to “clean house and set up a new strategy,” though the partners “spent a long time trying to make that work, and it just didn't work.”
Lorenzo is determined to differentiate Fear of God Athletics from other adidas collaborations and the now-axed-Yeezy line. He focuses on creating a unique identity, driven by his respect for Ye's (FKA Kanye West) achievements but fueled by his creative vision.
“The ambition is no hype, no collabs, no lifestyle. We don't need Adidas to make lifestyle stuff. We wanted to come to Adidas and do something we can't do on our own.”
A chance encounter with David Beckham at adidas headquarters in early 2022 became a pivotal moment for Lorenzo. Inspired by the brand's late-nineties and early-aughts football gear, Lorenzo infused soccer innovation into the Athletics line. He plans to extend the impact of Fear of God Athletics beyond fashion, aiming to sponsor youth sports teams and even discussing potential uniform designs for Miami FC with Beckham.
As for what this first capsule entails, no official word has been given from either party involved. According to leaks, the first drop will contain apparel with no confirmation on sneakers being a part of the December 3rd drop. These items (seen below) will launch via Fear of God’s website, in-person pop-ups across the globe, adidas Confirmed, and select adidas retailers. For more updates on FOG Athletics' first release, download the Sole Retriever mobile app.
Images and Info via jerry_leaks
Fear of God Athletics x adidas Car Coat - ~$700
Fear of God Athletics x adidas Suede Fleece Poncho - ~$370
Fear of God Athletics x adidas Heavy Fleece Hoodie - ~$280
Fear of God Athletics x adidas Heavy Jersey 3/4 Mock Tee - ~$230
Fear of God Athletics x adidas Heavy Fleece Sweatpants - ~$245
Fear of God Athletics x adidas Performance Jersey Tee - ~$200
Fear of God Athletics x adidas Stretch Woven Running Hoodie - ~$245
Fear of God Athletics x adidas Suede Fleece Hoodie - ~$395
Fear of God Athletics x adidas Relaxed Trousers - ~$370
Fear of God Athletics x adidas Suede Fleece Sweatpants - ~$340
Fear of God Athletics x adidas Puffer Jacket - ~$550
Fear of God Athletics x adidas Hike 1/2 Zip - ~$380
Fear of God Athletics x adidas Goalie Jersey - ~$460
Fear of God Athletics x adidas Hike Hoodie - ~$395
Fear of God Athletics x adidas Hike Pants - ~$380
Fear of God Athletics x adidas Stretch Woven Running Shorts - ~$200
Fear of God Athletics x adidas Womens Suede Fleece Track Jacket - ~$380
Fear of God Athletics x adidas Womens High Neck Crop Top - ~$190
Fear of God Athletics x adidas Womens Suede Fleece Shorts - ~$245
Fear of God Athletics x adidas Womens Legging - ~$230
Fear of God Athletics x adidas Womens Hooded Bodysuit - ~$370
Images via Fear of God
Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
