adidas x Fear of God Athletics Will Launch a Collaboration Later This Year

adidas' recent earnings call has seriously got the fashion world talking. In Q1 of 2023 alone, the 3-Stripe brand made a loss of $448 Million USD, primarily blaming YEEZY for its unquestionable shortcomings. With the brand no longer able to look to the YEEZY line for profit, adidas will now explore other avenues, one of which being Jerry Lorenzo's Fear of God Athletics line.

After Fear of God's delivered its first mainline runway show around two weeks ago, adidas CEO Bjørn Gulden has seemingly confirmed a release date for the upcoming collection between the German label and Fear of God Athletics. The FOG Athletics range on itself will build on the brand's familiar style and motifs to deliver apparel, lifestyle pieces and sneakers, with specialist basketball shoes on offer also.

Gulden has big hopes for the collection, stating it could “commercially be a game-changer for adidas by 2024.” With all that said, it almost begs the question if adidas has missed the boat somewhat. The once uber-popular Fear of God ESSENTIALS line has seen a decline in worldwide interest since January (according to Google trends), perhaps pointing to less consumer interest in the Fear of God banner. Has fashion moved on quickly, or will adidas x Fear of God Athletics be the "game-changer" the 3-Stripe brand is desperately seeking? In other fashion news, Nike responds to rumours of a Tom Sachs x Nike Mars Yard 3.0.