After a lucrative collaboration with Nike, Fear of God is now entering a long-term partnership with adidas.

According to WWD, Fear of God’s Jerry Lorenzo will work with the clothing giant in its global basketball division business and creative. In addition, the two brands will further develop Fear of God Athletics.

“This is a role that is unprecedented in its very nature and nuanced attribution that it defies all titles and traditional definitions,” Lorenzo said. “Adidas and Fear of God share the same dream for the future of basketball, on and beyond the court, and we look forward to changing the face of the industry through a new model that will unfold before us in the coming years.”

Fear of God and adidas strike this deal on the heels of major collaborations just this year, including Beyoncé’s Ivy Park. Though adidas has reported declining sales and is considering selling its Reebok division, this deal with Lorenzo’s Fear of God may certainly help further boost adidas’ e-commerce sales, which are reportedly in good standing.

“The global impact that Jerry Lorenzo and Fear of God has had on culture and the industry is undeniable. Jerry is a creative visionary and embodies a true expression of the entrepreneurial spirit today,” adidas’s executive board member, Brian Grevy, said in a statement. “Jerry’s authentic connection to sport, deep understanding of the footwear industry and past, and ability to reinterpret heritage and visualize the future excites us. We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.”

Jerry Lorenzo

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