At the end of 2020, just when we thought things were beginning to slow down a bit, Jerry Lorenzo stunned the sneakerverse to its core by revealing that he was leaving Nike and joining Team adidas instead. The move was one that no one could have ever predicted (considering his stint at the Swoosh was somewhat short-lived), but the trainer game moves fast, so while it was surprising, it also wasn’t at the same time.
“The alliance challenges and exists beyond traditional collaboration – and is the truest and most honest form of both personal and business relationship,” read the official announcement. “The partnership will also solidify the establishment and formation of the third pillar of the Fear of God house, Fear of God Athletics. The new pillar will focus on performance basketball and active lifestyle products that complete Fear of God’s triune nature and compliments the brand’s other two pillars, Essentials and Fear of God’s luxury mainline.”
The goal behind the Fear of God x adidas collection was bold, and everyone was ready for their minds to be completely blown. However, it’s almost been three years since the collaboration was revealed. We’ve lived through an entire pandemic, politicians have switched places multiple times, and thousands of adidas sneakers have dropped since, but none of these were designed by Lorenzo. So, what exactly is going on? Why is it taking so long to finally drop? If these are questions that you’ve asked yourself, make sure you keep it locked right here for everything that you need to know about Fear of God x adidas.
So, let’s rewind back to the very beginning. Just like what had happened with Kanye West during his time with Nike, Lorenzo wasn’t getting as much creative control as he would have wanted. Every single Fear of God x Nike sneaker dropped and sold out in an instant, and this was quickly followed by a Converse Chuck 70 collection as well. It was a well-oiled machine that was manufactured to churn out as many shoes as possible, and one that worked for many people – but not the Fear of God founder.
Following the release of their last shoe together, Lorenzo hinted that he wasn’t very happy with the rollout. In an Instagram post, he wrote that only one hundred pairs were made and that he was “over the idea of only treating those closest to us and ‘influencers’.” This marked the final nail in the coffin, and it paved the way to his collab with the Three Stripes, which, by the sounds of things, is a project that he plays a leading role in.
“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,” said Brian Grevy, adidas Executive Board Member for Global Brands. “We look forward to working with him to inspire the next generation of basketball creatives, athletes and communities.”
It wouldn’t be until exactly one year later, when we would see a semblance of the collaboration. After spending 12 months focusing on his core label, Lorenzo was photographed sitting courtside during a basketball game wearing a never-before-seen hoodie. While the pale yellow piece looked like something straight out of the ever-popular Essentials line, what made it different was the co-branded detailing that was printed across the chest in blue. Fans were pumped, and it was a clear sign that all systems were go. However, little did they know, they’d have to wait another 15 months before anything was carved in stone. People were getting impatient and nervous, but, as celebrated French writer Voltaire once said, “Perfection is attained by slow degrees; it requires the hand of time.”
In March 2023, Lorenzo made an unexpected announcement. He was hosting a special event at Los Angeles’ Hollywood Bowl, and while very little was shared about the event itself, insiders speculated that it would showcase his upcoming Fear of God Athletics collection. While this, indeed, rang true, eagle-eyed sneakerheads also spotted a selection of never-before-seen trainers gracing the runways, all decorated with the German sportswear giant’s iconic marque.
There was a mid-top basketball shoe that was dubbed the The One Model. And while the details have yet to be confirmed, it looked like it was crafted from a Primeknit construction with plastic overlays throughout. Rather than the classic Boost midsole, this mysterious silhouette sat on top of a Lightstrike foam midsole for unrivalled comfort both on and off the hardwood. It featured the same DNA as Lorenzo’s previous pairs with Nike, but it was infinitely more sleek and streamlined. This shoe was made to be worn, and with it’s sock-like neoprene design, it looked so much more comfortable than his previous footwear releases.
Attendees were also blessed with a preview of The 86 in both high and low variants, which is, essentially, a revamped version of the legendary adidas Rivalry. On top of that, there was a vast range of co-branded loungewear, and a pair of slides dubbed the Athleticette – basically the Adilette but for athletes.
At the end of June, Lorenzo was seen frolicking through the streets of Paris. While this was certainly nothing new, considering how much time he spends in the French capital, he was donning what he dubbed as The Three Model. Trainer lovers were quick to draw comparisons between this and the Yeezy Boost 750, and they began to ask the question: “If there’s The One Model and The Three Model, where is The Two Model?”
There are still so many questions out there, but with red-hot rumours suggesting the full Fear of God x adidas collection will be revealed by the end of 2023, it looks we’ll have all the answers we need, very soon.
