Jerry Lorenzo’s Fear of God Teams Up with NBA and WNBA for Multi-Year Partnership
In a groundbreaking move, Jerry Lorenzo’s iconic brand Fear of God has announced a multi-year partnership with the NBA and WNBA. This collaboration marks a pivotal moment for the brand, as it continues to bridge the gap between sports culture and fashion.
The partnership will allow Fear of God ESSENTIALS to create a new space that caters to the demands of the modern sports and fan merch era. With a focus on maintaining an authentic connection to sport culture, this collaboration will see Fear of God act as a cultural touchstone, intersecting sports, style, and lifestyle.
According to Jerry Lorenzo, “The game of basketball has always served as a well of inspiration for Fear of God. 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 understanding of this space and its parallels to fashion are deeply ingrained in our DNA.”
He goes on to say, “It is truly an honor to embark on a multi-year partnership with the league, collaborating with franchises across both the NBA and WNBA. As a father to a son and twin daughters who all play youth travel and AAU basketball, this partnership hits close to home. We are excited to bring this partnership to a global scale, delivering thoughtfully designed products that resonate with fans and transcend time.”
To celebrate Fear of God’s long-standing relationship with the sport of basketball, the first installment of the partnership will feature an apparel collection for teams across the leagues, including the Boston Celtics, Chicago Bulls, Los Angeles Lakers, Miami Heat, New York Knicks, Chicago Sky, Los Angeles Sparks, and New York Liberty. Each piece will incorporate Fear of God’s signature motifs, silhouettes, and detailing, paired with the team’s moniker.
The collection will be available on Fear of God’s website starting on November 20 and on the NBA’s website on November 27. This is just the beginning of what is sure to be an exciting and game-changing partnership between Fear of God and the NBA and WNBA.
