Fear of God has unveiled its opening campaign for the 2023 – 2024 season of Fear of God Athletics. This new venture extends and deepens the existing ethos and foundational spirit of the house. The campaign, capturing the essence of the brand, was shot in Los Angeles by photographer Nadav Kander, under the creative vision of Jerry Lorenzo.
This latest adidas x Fear of God collection brings development in Fear of God’s brand architecture, which has been evolving since its inception in 2013. It is engineered and constructed by adidas, famously known as “The Brand with the Three Stripes.” This collaboration signifies a merging of high fashion with athletic functionality.
The conceptual foundation of Fear of God Athletics is intriguingly philosophical. The brand aims to mirror the nature and design of the highest being, emphasizing unity and diversity in its trinity concept. This approach reflects in the brand’s structure, comprising Fear of God, Essentials, and now Athletics – three distinct yet interconnected pillars.
To introduce this new chapter, the brand is set to host The Athletics Atmosphere in Los Angeles.
The collection will be available on Fearofgod.com and the adidas CONFIRMED app from December 3rd.
