Nike’s first collaborative project with Fear of God founder and creative director Jerry Lorenzo is highlighted by an 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.
Working with Leo Chang, Senior Footwear Design Director, Nike Basketball, on the Nike Air Fear of God footwear allowed Lorenzo to balance his aesthetic vision and performance aspiration. Says Lorenzo of Chang, “He’s someone with a phenomenal desire, who understands innovation and performance at a high level. He’s also patient and open to not only a new designer but a new design process.” This meant a lot of patience on both sides, Lorenzo says. “In order to create a product that doesn't compromise style or innovation, you can’t make concessions to process.”
Process is something Lorenzo says came from his athletic background in baseball and basketball. In sport, he found a foundation for how to go about life. The competitiveness that drove relative success on the field has been translated to his work as a designer.
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 releases December 15.