He’s elevating fan merchandise!
Jerry Lorenzo’s “Fear Of God” brand has launched a multiyear partnership with the NBA and WNBA, Essence reports. The new collection was released just in time for the holidays, and Lorenzo said the partnership made sense given Fear Of God’s deep roots in the athleisure space. With the new partnership, the brand seeks to “fill the demand for elevated and aspiration fan merchandise.”
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The new collection features NBA and WNBA Essentials, embossed with enlarged logos and currently available in classic Fear of God colors like Heather grey and Black. The collection currently offers merchandise for various teams, including the Boston Celtics, Chicago Bulls, Los Angeles Lakers, Miami Heat, New York Knicks, Chicago Sky, Los Angeles Sparks, and the New York Liberty. The hoodies also have unique colorways in alignment with the team colors.
“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 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,” Lorenzo told reporters.
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In addition to the new NBA & WNBA partnership, Lorenzo also just released a new collection inspired by the Civil Rights Movement. A truly innovative designer, these collections will stand the test of time. To purchase the new Fear of God NBA & WNBA collection, visit the NBA’s website, the Fanatic’s store, or purchase online at www.fearofgod.com.
Cover photo: Jerry Lorenzo’s ‘Fear Of God’ Launches New Multiyear Partnership With NBA & WNBA/Photo credit: Kick The Concrete/Instagram