Adidas and Fear of God, the Californian fashion company founded and led by Jerry Lorenzo, have announced a long-term partnership that will see Lorenzo drive the creative and business strategy for Adidas basketball globally. The partnership will also solidify the establishment of Fear of God Athletics, a third sub-label of the Fear of God fashion house focusing on performance basketball and active lifestyle products. This will add to Fear of God’s other two pillars, Essentials and Fear of God’s main luxury line. Lorenzo, 43, launched the luxury streetwear label Fear of God, based in Studio City, California, in 2013. Jerry Lorenzo Manuel, his original name, is the son of Jerry Manuel, a well-known American professional baseball player, coach and TV commentator.