Nike’s first collaborative project with ‘Fear of God’ founder and creative director Jerry Lorenzo is highlighted by a court-ready basketball shoe, the Nike Air Fear of God 1.
During the last few weeks, glimpses of the design — which incorporates a double-height Zoom Air heel unit — came through a preview of Lorenzo’s latest ‘Fear of God’ offering and then appeared on the feet of NBA stars. The rollout is tactical, all part of Lorenzo’s desire to focus on the emotional element of sport.
Lorenzo wants to tap into a certain element of nostalgia. Not so much about what was worn, but how it was worn. He wants to awaken a spirit he deems dormant, to remind of the power sport once had in defining style.
In my youth…growing up in the ’80s and finishing high school in the ’90s, contrary to what’s happening now, it was our superstar athletes and our pro athletes that were informing the way that we wore our street clothes. These athletes, like Agassi and Jordan, were at the top of their game and what they wore didn’t compromise on design or beauty. – Jerry Lorenzo
Recently, Lorenzo found that Nike‘s 30th anniversary Just Do It campaigns affirmed the value of sport in all facets of life. Led by Colin Kaepernick, the lead spot, Dream Crazy, reminded Lorenzo that “there are people outside of sport who go about their lives through the spirit of sport.”
And that is where he wants his collection to sit — within the soul of the wearer.
“This is for all the kids coming up in small cities with big-city dreams,” Lorenzo concludes. “It’s about what he feels he should have, not what he thinks he should have based on what society’s telling him.”
The Nike Air Fear of God collection will be released December 15.