Three years. That’s how long it’s been since Adidas announced its partnership with Jerry Lorenzo, the mind behind Fear of God. Three years of quiet work that is finally coming to fruition. Fear of God Atlethics emerges as the new pillar of the brand, and it does so alongside sports giant Adidas.
The new Fear of God Athletics subdivision represents the culmination of the brand’s identity with three main pillars: the brand’s core speaks of silent luxury, the Essentials line democratizes its designs, and now the Athletics line will bring to life a fusion of street style and performance. Adidas’ vast experience in the world of sportswear will be of great help in this new pillar.
The inaugural collection features high-performance technical apparel in fleece suede, nylon, fleece and stretch fabric, complemented by precision-made Italian-made nylon and calfskin suede accessories. The color palette for the first release comes in shades of black and clay, reflecting the simplicity and complexity intrinsic to the “three-in-one” concept.
The launch includes not only apparel, but also new footwear silhouettes. The I BASKETBALL stands out with a low profile and a molded 3-Stripes cage, inspired by the iconic Predator from the archives of European soccer. In addition, reinterpretations of classics like the Adilette, L.A. Trainer and Rivalry 86 Low enrich the Fear of God Athletics design dialect.
The new Athletics logo, which we would see tattooed on the back of Lorenzo’s neck, is a graphic fusion of Fear of God’s distinctive style and Adidas’ iconic 1950s logo. The three minimalist stripes symbolize the union of these two founding partners in the creation of Fear of God Athletics. The launch has been produced through a campaign shot in Los Angeles dominated by sandy colors and biblical reminiscences, photographed by Nadac Kander and under the creative direction of Jerry Lorenzo himself.
Fear of God Athletics is now available through its website and the adidas CONFIRMED platform.
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