Fear of God
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Fear of God is a trailblazer in contemporary fashion, redefining luxury streetwear under the creative leadership of Jerry Lorenzo. For the launch of their highly anticipated Fear of God x Adidas sportswear collaboration, my team was tasked with creating a PR strategy and media toolkit that would capture the brand's minimalist aesthetic while driving media attention.
As the designer and strategist for this project, I focused on ensuring the materials reflected Fear of God’s signature understated elegance while still delivering the excitement this collaboration deserved. The target audience? Fashion journalists at key trade publications and mainstream media outlets.
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Create a clear, compelling PR strategy that reflects Fear of God’s refined aesthetic while showcasing the excitement of the Adidas collaboration.
Develop a high-impact media toolkit featuring a press release, brand story, fact sheet, and lookbook that’s visually sharp and journalist-ready.
Write a personalized media pitch designed to grab the attention of fashion journalists.
Propose an event and collaboration strategy that aligns with Fear of God’s elevated yet accessible brand image.
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Brand Deep Dive – Conducted extensive research on Fear of God’s brand identity, past campaigns, and media presence to ensure our materials matched their tone and aesthetic.
Strategic Research & Outreach – Researched fashion journalists from top publications who had covered Fear of God before, ensuring our media pitch was targeted and relevant.
PR Strategy Development – Collaborated with my group to outline key PR initiatives, including:
A compelling brand story that framed the Fear of God x Adidas partnership as a natural evolution of both brands’ commitment to innovation.
An event proposal that blended Fear of God’s minimalist ethos with experiential marketing, ensuring the launch resonated with fashion media and consumers alike.
Design & Execution – Designed a press release, fact sheet, lookbook, and additional media assets that balanced Fear of God’s clean, muted aesthetic with bold storytelling elements that stood out in a journalist’s inbox.
Revisions & Refinements – Gathered feedback from my professor and peers, refining our materials to ensure every element was polished, professional, and pitch-perfect.
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Our pitch was successful, earning our group the highest grade in the class.
The final PR strategy and media toolkit were praised for their clarity, visual cohesion, and creativity.
The materials effectively captured Fear of God’s brand essence while presenting the Adidas collaboration as a must-cover story for fashion journalists.
This project challenged me to think critically about brand storytelling, data-driven strategy, and the power of design in shaping media narratives. This project wasn’t just about creating good design—it was about crafting a strategy that felt seamless, smart, and unmistakably Fear of God.
Press Release
Fear of God and Adidas Launch Highly Anticipated Collaboration
Fear of God Athletics Collection Now Available Online and in Select Stores
Los Angeles, CA — December 4, 2023 — Fear of God, the luxury fashion house founded by Jerry Lorenzo, has officially launched its highly anticipated Fear of God Athletics collection in collaboration with Adidas. The collection dropped on December 3, exclusively on the Fear of God website and the Adidas Confirmed app, setting a new standard in performance-driven, fashion-forward sportswear.
The Fear of God Athletics line combines the innovative design ethos of Fear of God with Adidas’ expertise in technical performance. The collection, first previewed at Lorenzo’s inaugural runway show in April, features a range of premium performance garments, technical apparel, sneakers, and accessories. True to Fear of God’s signature aesthetic, the pieces are crafted in neutral tones, blending style and functionality.
Key highlights of the collection include:
Sneakers: Priced at approximately $200, offering a sophisticated edge to athletic footwear.
Outerwear: High-performance outerwear starting at $600, blending technical precision with contemporary design.
Duffel Bags: Luxurious duffel bags priced at $1,250, designed for both utility and style.
The Fear of God Athletics line bridges the gap between Fear of God Essentials, the brand’s casual line, and its main luxury collection, offering a fresh perspective on elevated sportswear.
“We’re thrilled to bring Fear of God Athletics to life through our partnership with Adidas,” said Jerry Lorenzo, Founder and Creative Director of Fear of God. “This collection reflects our shared vision of innovation, quality, and timeless design for the modern athlete and beyond.”
The launch comes as Adidas seeks to pivot from the end of its Yeezy partnership, which accounted for 7 percent of its revenue. Adidas CEO Bjorn Gulden expressed confidence in the Fear of God collaboration, calling it a potential“game-changer”for the brand.
To celebrate the launch, Fear of God and Adidas are hosting a series of exclusive pop-up activations in Los Angeles, New York, Beijing, and Shanghai. The collection will also be available in Adidas retail locations worldwide starting December 6, 2023.
For more information about Fear of God Athletics, visit www.fearofgod.com or follow us on social media at @fearofgod
ABOUT FEAR OF GOD
Fear of God is a Los Angeles-based luxury fashion label founded by Jerry Lorenzo in 2013. Known for its timeless designs and commitment to craftsmanship, Fear of God creates collections that merge contemporary elegance with functional innovation.
Media Pitch
Luke Leitch
a London-based journalist known for his sharp insights and engaging storytelling on fashion and culture, contributing to top publications like Vogue and building a strong following across print, digital, and social platforms.
EXCLUSIVE: Fear of God x Adidas Collaboration
Hi Luke,
I hope you’re doing well. As an admirer of your nuanced insights and expertise in the fashion industry, I wanted to personally reach out with an exciting story that I believe aligns perfectly with your interest in cultural narratives and design innovation.
On December 3, Fear of God, the luxury fashion house founded by Jerry Lorenzo, officially launched its much-anticipated collaboration with Adidas: Fear of God Athletics. This partnership redefines performance apparel and footwear, blending Fear of God’s minimalist yet elevated aesthetic with Adidas’ technical prowess.
With Adidas looking to redefine its post-Yeezy era, this partnership could be a pivotal moment in the sportswear and fashion landscape. Following activations in Los Angeles, New York, Beijing, and Shanghai, the collection hits Adidas stores globally on December 6.
I’m attaching the press release to this email and I’d be delighted to provide additional details, arrange a conversation with Jerry Lorenzo, or offer high-res visuals to accompany your coverage. Let me know if you’d like to know more; looking forward to connecting!
Best,
Gabe Paredes
PR Manager, Fear of God
📧 gparedes@fearofgod.com
