Will This Mark the Year Adidas Makes a Comeback?

An Analysis of The Fear of God Athletics Collection's Zero to One Innovation

Adidas seems to recoil back into its power-scarred shell after a perennial identity crisis, accompanied by a knee-jerk reliance on high-profile collaborations. They are now strategically returning to the high-fashion sportswear arena with Jerry Lorenzo’s design “Fear of God Athletics". The collection was revealed in late 2023, after much anticipation, marking a new chapter for the Three Stripes, as it attempts to blend performance and innovation with luxury minimalism.  

Adidas collection Zero's Beige colorway

As a spear header of elevated streetwear, Lorenzo street knows his audience well. He describes Fear of God Athletics as one "where vision meets Spirituality, Style and Sport.” The assists were strikingly monochrome, amplifying the futuristic silhouettes, technical fabrics, and oversized sneakers, such as the Fear of God Athletics 1 Trainer. Famed for its on court veracity and sculptural form, the footwear has heralded its arrival on NBA hardwoods and celebrity circuits, signaling dual-appeal adoration.  

That's a smart move by Adidas that badly needs to define a premium identity following their Yeezy partnership collapse. With all those outdated tendencies, “another collab” titled “Fear of God Athletics becomes more than just a name, it is a boundless creative long term path”. His much taunted focus on buying culture over “Flash in the Pan” hype for the brand suggests resilient and brand-building instincts.  

Broadly speaking, with sales numbers that will justify Alckmin’s performance, data driven hype focusing is the need of the hour.