In the first quarter of 2020, God-fearing and Italian luxury menswear brand Dzheniya launched a joint series, which broke the insurmountable gap between street fashion and luxury formal wear.
From June 5438 to February 2020, Adidas announced a long-term partnership with Jerry Lorenzo, the owner and founder of the street clothing brand "God-fearing", who was in charge of the basketball department of the brand. The two sides will jointly launch fashionable sports equipment, which is expected to include basketball sportswear and daily necessities.
In the statement, Jerry Lorenzo bluntly stated that God-fearing and Adidas share the same vision for the future of basketball, and will change the face of the basketball industry through new models in the next few years, both on and off the court. As the third pillar series of the brand, Fear of God Athletic will focus on basketball series, which is divided into sports series and life series.
Insiders pointed out that the sudden switch to Adidas not only announced the end of the two-year cooperation between the brand and Nike, but also meant that the Nike x series of fear of God became Jerry Lorenzo's finale in Nike.