This past weekend we saw the first drop of Fear of God Athletics. The line is a partnership between Fear of God, the luxury line headed by Jerry Lorenzo and the sportswear giant Adidas. Though they started in LA and of the Fear of God site, pieces will be available in select Adidas stores and other retailers around the world.
As you picture what the line will look like, of course call to mind the Fear of God aesthetic, and then place it in a scene from a dystopian sand covered future. It is a play of neutrals and oversized proportions, that can only be pulled off by someone with who oozes self-confidence, swag, and impeccable posture and style. Or in other words the key Fear of God consumer. I was caught up looking at the car coat on the site and its styling.
This collection was three years in the making and will gradually turn into a consistent feature of the brand, with regular drops throughout the year and the addition of a performance line. The intention was to go beyond a collaboration and towards a shared vision for the future.
If you are already a fan of Fear of God, you likely already filled your cart. But if you are also interested in adidas’s forays into more premium athleisure, you also should take a look.
Source:
Moore, B. (November 30, 2023). Jerry Lorenzo Thinks Adidas Fear of God Athletics Could Be as Big as Nike Jordan Brand. WWD.com https://wwd.com/fashion-news/fashion-features/jerry-lorenzo-adidas-fear-of-god-athletics-could-be-as-big-as-nike-jordan-brand-1235966940/
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