Fear of God is strengthening its presence in the sports world with a new multiyear partnership.
The Los-Angeles based brand led by designer Jerry Lorenzo announced Tuesday a new partnership with the NBA and WNBA that “creates a new space in the industry and fills the demand for elevated and aspiration fan merchandise,” according to Fear of God.
“The game of basketball has always served as a well of inspiration for Fear of God,” Lorenzo said. “Sport shapes and informs the emotion, point of view and the very fabric of what we do and who we are as a brand. Our nuanced understanding of this space and its parallels to fashion are embedded in our DNA. It is truly an honor to embark on a multiyear partnership with the league, collaborating with franchises across both the NBA and WNBA. Having a son and twin daughters who all play youth travel and AAU basketball, this one truly hits home. Over the coming years, we’re excited to bring this partnership to life on a global scale, delivering thoughtfully designed products that resonate with fans and that transcend time.”
Fear of God’s first NBA and WNBA fashion collection focuses on teams including the Boston Celtics, the Chicago Bulls, the Los Angeles Lakers, the Miami Heat, the New York Knicks, the Chicago Sky, the Los Angeles Sparks and the New York Liberty.
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The collections combine Fear of God’s loungewear and streetwear-inspired silhouettes and design codes with the NBA and WNBA teams’ iconography.
In addition to the apparel collections, Fear of God Athletics and Adidas are joining forces again on the launch of their first performance basketball sneaker, which will debut this holiday season. Last year, Lorenzo released the Fear of God Athletics 1 Basketball and other lifestyle sneaker styles with Adidas.
Fear of God’s first NBA and WNBA collections will be available to purchase on Wednesday on the brand’s website. Availability will then be expanded on Nov. 27 to the NBA Store’s website and Fanatics. Fear of God Essentials retailers will carry the collection in coming weeks.
