Fear Of God ESSENTIALS and NBA/WNBA enter multi year partnership
By Gio Alvarez
Jerry Lorenzo's brainchild fashion brand, Fear of God, has been on a roll in recent years. Becoming the face of modern streetwear and comfort with their extension brand "Fear of God ESSENTIALS", the company has found itself in a very successful business model leading the way that streetwear is presented in the modern day. Taking a simplistic approach for most of the clothing they release, Fear of God has found a business model that has rapidly gained popularity and became affordable in comparison to their main luxury brand. While the main line originally brought interest to "ESSENTIALS", it might have evolved to the other way around as in recent seasons the newer items have begun to market the Fear of God brand within ESSENTIALS, something that was not seen before.
As the Lorenzo bridges the gap from luxury fashion to everyday apparal, the next logical step is involving the sports world as athletes are a market that goes hand in hand with fashion and some athletes already sport the clothing outside of game time scenarios.
Combining the idea of NBA and WNBA merchandise with the loved fashion of today, the partnership is a no brainer. The two worlds colliding allows for a new style to enter fans wardrobe while supporting some of their favorite teams. The first collection features pieces across both leagues featuring the Boston Celtics, Chicago Bulls, Los Angeles Lakers, Miami Heat, New York Knicks, Chicago Sky, Los Angeles Sparks and New York Liberty along with NBA/WNBA logo pieces as well. Each hoodie will feature the NBA/WNBA logo along with wording of the team on a stone grey FOG blank and a colored hood to match its respective team.
“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 multi-year 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.”---- Jerry Lorenzo on the partnership
Each piece delivers the unique Fear of God ESSENTIALS style with the traditional fit of the product fans of the brand love and the quality that comes with it. The collection will launch officially on Fear of God's website November 20th and NBA's store website on November 27th.