adidas to launch new collaboration with Fear of God before the end of the year

After a decline in sales due to the loss of the Yeezy line, adidas seems to be betting big on Jerry Lorenzo and his upcoming Fear of God Athletics line.

Following its debut at the Fear of God fashion show presented at the Hollywood Bowl, the sports company’s CEO Bjørn Gulden confirmed the official launch date. The collection will include a range of performance-focused apparel, including trainers, sweatshirts, tracksuits and basketball shoes. So far, Gulden has confirmed that the collection could be “commercially game-changing for adidas by 2024”.

While Gulden revealed that “the first quarter ended a little better than we expected with flat sales and a small operating profit of €60 million”, the company is still suffering from the negative effects of the YEEZY partnership. Gulden said: “there is no other Yeezy business in the market,” and the brand is not looking to replace it. We’ll have to wait until the second half of 2023 for the launch of Fear of God Athletics x adidas.