Fear of God is making its mark on basketball culture in a whole new way. Jerry Lorenzo’s brand has just inked a multi-year partnership with the NBA and WNBA, helping sport and luxury fashion collide once again.
“The game of basketball has always served as a well of inspiration for Fear of God,” says Lorenzo. “Sport shapes and informs the emotion, point of view, and the very fabric of what we do and who we are as a brand.” For a designer whose aesthetic is deeply rooted in American sports culture, this collaboration seems to be the natural next step.
With a son and twin daughters who all play youth travel and AAU basketball, Lorenzo understands the significance of the game beyond the court. That connection fuels the Fear of God ESSENTIALS for NBA collection, a line designed not just for fans but for those who see basketball as a way of life. It’s elevated, aspirational, and a far cry from your average jersey-and-cap combo.
The first wave of the collaboration spotlights some of the NBA and WNBA’s most iconic franchises, including the Boston Celtics, Chicago Bulls, Los Angeles Lakers, Miami Heat, New York Knicks, Chicago Sky, Los Angeles Sparks, and New York Liberty. Expect Fear of God’s signature silhouettes, refined detailing, and a timeless approach to fan merch.
The collection made its debut at ComplexCon in Las Vegas at the end of 2024, giving fans an exclusive first look before launching on Fearofgod.com, NBAStore.com, and Fanatics. It will also roll out across ESSENTIALS retailers, select arena stores, and NBA shops worldwide—including in the UAE, where pieces will be available at the NBA Store in Yas Mall, Abu Dhabi and NBAStoreME.com.