Fear of God Athletics’ First Sneaker Concepts Revealed

Jaime G.

Three years after the initial announcement that Adidas had teamed up with American luxury fashion label Fear of God, we finally have pictures of the first sneaker concepts made by the collaboration. Here is what we know.


Adidas and Fear of God have founded Fear of God Athletics, a performance basketball brand catering to the luxury market, similar to Air Jordan and (formerly) Yeezy. The first sneaker appears in an all white colorway. It has a very minimalist design, as most Fear of God products have. It appears to be a mid top made out of mesh and possibly Adidas primeknit. It displays a version of the Adidas three stripes via a “cage” forming around the sides of the sneaker. 


If I had to guess, the second sneaker appears to be Fear of God’s take on the Adidas Rivalry. The shoe takes on a cream/beige colorway, and is made out of suede. It has obviously been simplified, with minimal designs on the sole. It carries the classic Fear of God box logo on the heel.


Adidas has been hurting for a while now. Yeezy has left an over one billion dollar hole in Adidas’ pocket. Beyonce’s Ivy Park fashion collaboration shut down. Puerto Rican hip-hop artist Bad Bunny’s newest Adidas collaboration is only selling for a few dollars over retail before release, so it is looking like a brick (which could be bad for the Adidas x Bad Bunny brand). 


Adidas needs a win, and it is looking like Jerry Lorenzo and his brand (Fear of God) could be stepping in to help.