Yesterday’s announcement that Jerry Lorenzo would leave Nike to join adidas as head of creative and business for his basketball subdivision caused shock waves in the tennis community. Not only was it a big name in fashion switching sides – as Kanye had done before him and Drake almost did in 2018 – but it also created a sense of intrigue among tennis players and basketball fans.
The big questions are whether Lorenzo can take adidas Basketball out of its relative hype and style obscurity and what it can bring to the table. Although it is too early to say, Lorenzo’s appointment is exciting, because it gives a longtime basketball fan with elite fashion knowledge a chance to shake things up on the performance side.
Below, we describe several benefits that we believe Lorenzo will immediately bring to adidas basketball, and what the future can hold for the subdivision if the nomination is a success that adidas, Lorenzo and many tennis players hope it will be.
Collaboration Strategy
High-profile and sought-after collaborations have been a recipe for success in the tennis world for more than a decade. It is a strategy that Jerry Lorenzo’s Fear of God is not strange, having partnered with Vans, Nike and Ermenegildo Zegna only in recent years. Nike Basketball has shown that it is a surefire way to create excitement around certain products, as evidenced by the Sponge Bob Square PantsKyrie Irving’s tennis themed package, or some of Kevin Durant’s most popular collaborative projects.
Adidas basketball has made attempts – some more successful than others – in its own collaboration strategy. Pharrell Williams reworked some basketball silhouettes, Damian Lillard’s signature sneaker was reworked by BAPE and a Marvel Avengersthematic package has been discarded. Overall, however, good collaborations have been few and far between. Lorenzo’s experience in the field and his power of attraction can change that going forward, which is one of the most exciting aspects of this new partnership.
Lorenzo’s Gravitational Force
This brings us straight to the second point, which is that Lorenzo’s status in the fashion industry makes him someone that almost everyone wants to work with – especially the young crop of athletes who are becoming increasingly interested in fashion. With Lorenzo in charge, adidas basketball will have a fascination it didn’t have in a long time. The subdivision will potentially be able to attract high-caliber stars to sign sponsorship deals, and will be able to partner with brands for collections on and off the court that it otherwise would not be able to attract without Lorenzo.
Lorenzo’s gravitational pull is only part of the benefits. The other part is that his creative vision and knowledge of the fashion industry will allow him to identify the right partners for adidas basketball at the right time.
Instant Aesthetic Update
Jerry Lorenzo knows basketball, being a big fan himself, but will probably also take on his new role from a refined fashion perspective, which almost guarantees an instant aesthetic update. Regardless of what you think about adidas shoes, T-shirts and basketball clothes, Lorenzo has the potential to make less popular products more attractive and good products even more popular.
Adidas basketball products already have a very good reputation when it comes to performance. Combine that with a sleek new aesthetic and the enhanced collaboration strategy mentioned above, and it’s hard to imagine a world where adidas basketball doesn’t immediately see an increase in popularity.
Domain outside the court
This last section really depends on the goals and direction that adidas wants to take its subdivision in basketball under Lorenzo, since most of its product is performance-oriented. But if there is something that is important in a context of streetwear and sneakers, it is that the products are also used outside the courts.
This is where Lorenzo’s experience with Fear of God (and even his collections with Nike) comes into play. The designer has the experience and portfolio to lead the subdivision foray off the court and establish an aesthetic that gives high performance shoes, T-shirts and clothing a second life in a more casual and style-focused environment.
Michael Jordan’s Air Jordan line is the obvious (and probably unattainable) example, although it emphasizes the importance of having a wide range of products and a certain level of fashion and credibility on the street. If there is anyone who can establish this type of extrajudicial remedy, it is Jerry Lorenzo.