Fear of God Athletics Says It’s Not Connected to the Adidas Basketball ‘Remember the Why’ Campaign & Reveals the Focus of Its Adidas Partnership

Adidas announced in December 2020 that it had entered into a longterm partnership with Fear of God, the label owned and founded by Jerry Lorenzo. At the time, Adidas said in a statement that Lorenzo would drive the creative and business strategy for its basketball division, and that the partnership would yield Fear of God Athletics. This week, Fear of God Athletics released a statement via social media that provided an update on the Adidas partnership. It was delivered more than a week after Adidas Basketball revealed its new “Remember the Why” campaign promoting its 2023 collection, which was referenced in the statement. The collection will debut via Adidas.com on Dec. 8. “Jerry Lorenzo and Fear of God are not involved or connected to the Adidas Basketball ‘Remember the Why’ campaign and collection launching this holiday season. The partnership between Adidas and Jerry Lorenzo has evolved over the past two years to a concentrated focus on the creation and development of Fear of God Athletics,” the label wrote via Instagram. The statement continued, “Both houses look forward to sharing more in the first half of 2023 and remain enthusiastic about the vision for our collective partnership.” Before joining Adidas, Lorenzo was aligned with Nike.

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