The sports giant announced a long-term partnership with the streetwear label’s owner and founder on Wednesday, putting Lorenzo at the helm of the brand’s basketball division.
The terms of the partnership are still unclear. However, it will also include a tie-in with Fear of God activewear, a new addition to the Los Angeles-based brand’s offering, which is set to include performance basketball wear and lifestyle products.
Fear of God, which was founded in 2013, is still independently owned and profitable. The brand is also known for its collaborations, most recently with Ermenegildo Zegna’s Alessandro Sartori.