![]() “You'll get the best of me if we just focus here," Lorenzo reasoned. ![]() Eventually, he decided he could better elevate Adidas by having them as a partner on Fear of God Athletics with no distractions. Adidas originally wanted him to lead the creative direction for its basketball business, a task that he was willing to explore. Lorenzo’s relationship with Adidas has changed since news of their partnership was made public three years ago. (The first Fear of God Athletics collection is also available online.) Similar spaces are open to the public in New York, Beijing, and Shanghai. space is one of four temporary “Athletics Atmosphere” installations that opened in the past week and gave the public its first opportunity to shop Lorenzo’s Adidas collaboration, which was initially announced in December 2020. But in the dark distance, the Adidas execs shepherding Fear of God Athletics to the market are hovering. It could be the meeting place for a galactic counsel, or a waypoint where a mystic spills a secret. The spectacle marking the arrival of Fear of God Athletics-the monolithic structures and the Promethean glow-makes the site feel like a scene from a sci-fi epic rather than a place to sell sneakers. “It’s been a long road,” says the designer, his tone as calm as ever despite the gravity of the event. Lorenzo, with Adidas Ultra Boosts on his feet and a Supreme x Louis Vuitton scarf bandana’d around his head, holds court here. In the middle of this second area is a circle of low granite chairs that surround a group of small domed lamps in an arrangement that feels like a campfire on a distant, lonely planet. It is punctuated in two places by concrete structures-one area housing wide video screens displaying the ethereal imagery of the first Athletics campaign and a trio of literal pillars that reach 15 feet high, and another showing the product in a spartan display illuminated by a warm, low light. A visitor squinting as hard as they can through the darkness might still read the room as infinite. Lorenzo introduced the work inside a cavernous studio, the bounds of which are distorted by the lack of light. The “here” on this occasion is technically in his adopted hometown of Los Angeles, but the setting for the debut of Fear of God Athletics is disconnected from the California sunshine-and maybe even Earth as a whole. Jerry Lorenzo’s long-awaited Adidas collaboration, the Athletics line that fulfills what he calls the third pillar of his Fear of God brand, is finally here.
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