Adidas Wanted a New Yeezy. Fear of God Athletics Isn't It.
On the new Adidas collaborative line, out now in the New York Sun
“Mr. Lorenzo loves footwear but has had a tricky history in sneaker collaborations, oddly similar to (if not as successful as) that of his friend, Kanye West. Both Mr. Lorenzo and Mr. West made ambitious collaborative projects with Nike, only to leave shortly afterward to join Adidas. Kanye’s Adidas project became the multi-billion dollar goliath, Adidas-Yeezy. With their new collaborative Fear of God Athletics line, Adidas hopes they've found its replacement.
They haven't.
Instead, from this first outing, it’s more likely that Fear of God Athletics will be a small luxury sublabel within Adidas, like Y3, and if it becomes a huge financial success, that will be despite Mr. Lorenzo’s efforts, not because of it.”
Out now in The New York Sun: my piece on the new Adidas collection with Jerry Lorenzo. Give it a read!