Jerry Lorenzo Joins Adidas
Nike and Adidas have been going back and forth for years for cultural supremacy. Today, some news was announced that Adidas most likely hopes will shift the balance of the scales a bit. Jerry Lorenzo, the founder of Fear of God, announced that he will be moving to Adidas.
Jerry has had a longstanding relationship with Nike. They released a basketball sneaker and multiple pieces over the past few years that have been well received. This transition comes as a bit of a shock since it appeared that the collaboration was going well, but obviously what Adidas was offering was more compelling.
Jerry, fresh off the heels of releasing his recent Essentials line, will launch Fear of God Athletics with Adidas Basketball Division. This will be the third branch of Jerry Lorenzo's brand, including Fear of God and Essentials. Jerry will be apart of the Creative and Business strategy for Adidas basketball globally.
Adidas now has Kanye West, Pharrell, Jerry Lorenzo, and Childish Gambino among others. Nike has Travis Scott, Drake, Virgil Abloh, and Justin Timberlake among others. Adidas and Nike have long competed but this move shows that Adidas is making intentional moves to acquire more market share.
Jerry Lorenzo is close to the athletics world and has long expressed an interest to be more visible in that space. The decision to join Adidas allows him to see that vision come to life. A brand as globally respected as Fear of God already has the loyalty, and Jerry Lorenzo has proven that he knows how to tell a story through his imagery and branding. We're excited to see what the future holds for a partnership like this. It also will be interesting to see who else joins Adidas, as they seem to be more willing to allow creatives the freedom to create at a high level.