The Partnership Will Include Apparel and Sneakers Available Through Both Fear of God and the NBA Store
Fear of God, the Los Angeles-based fashion brand led by founder and creative director Jerry Lorenzo, has announced a multiyear partnership with the NBA and WNBA. The collaboration aims to blend sports and fashion by offering elevated fan merchandise, according to the brand.
“The game of basketball has always served as a well of inspiration for Fear of God,” Lorenzo stated. “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.”
The first collection from the partnership features apparel inspired by teams such as the Boston Celtics, Chicago Bulls, Los Angeles Lakers, Miami Heat, New York Knicks, Chicago Sky, Los Angeles Sparks, and New York Liberty. The designs incorporate Fear of God’s signature loungewear and streetwear aesthetics alongside team iconography.
In addition to apparel, Fear of God Athletics is collaborating with Adidas to launch a performance basketball sneaker this holiday season. This follows last year’s release of the Fear of God Athletics 1 Basketball sneaker and other lifestyle styles with the sportswear giant.
Fear of God’s NBA and WNBA collections will be available for purchase starting Wednesday on the brand’s website. Broader availability will follow on Nov. 27 through the NBA Store’s website and Fanatics, with Fear of God Essentials retailers expected to stock the collection in the coming weeks.
