‘Chasing innovation.’ UM basketball teams to get Fear of God Athletics uniforms
University of Miami, welcome to the lap of luxury.
Fear of God Athletics will design player exclusive on-court and warm-up uniforms for UM’s basketball teams as part of the brand’s NCAA collection, according to the university. The news comes roughly four years after Fear of God, a luxury fashion label owned by Florida A&M graduate Jerry Lorenzo, initially partnered with adidas but mere months since its releases began.
“We’re perpetually chasing innovation that creates something fresh, but which also feels like it should have existed before,” Lorenzo told Vogue magazine about the partnership in November 2023.
The collection will also yield Fear of God Athletics One Model shoes, apparel and socks. Indiana University will also be receiving similar Fear of God Athletics outfitting.
Both Canes teams will debut the uniforms soon. The men’s team will suit up against Duke at 7 p.m. Feb. 21; the women’s team will do so at 6 p.m. Feb. 29 against Pittsburgh. Select students in attendance will be awarded an exclusive Fear of God Athletics tee.
UM fans can grab the apparel at the Hurricane Team Store beginning Feb. 19. The shoes and both teams’ gear will also be available via the adidas CONFIRMED app on Feb. 23 and 24, respectively.
Founded in 2013, Fear of God has emerged as one of the leading luxury, independent American fashion houses. The brand comprises three pillars: Fear of God, the main line; Fear of God ESSENTIALS, the diffusion line; and Fear of God Athletics, described in Vogue as “performathleisure.”
“It’s our ambition to provide a clear performance perspective,” adidas executive Torben Schumacher told Vogue. “And, quite frankly, to shape the look of sports performance gear in the future … to shape that next chapter of athletic sportswear and luxury.”
Although Fear of God already was popular among athletes off the court, the NCAA collection places the label in rarefied air. The possibilities for Lorenzo, who has already hinted at designing Miami FC uniforms, are now endless, thanks to adidas’ wide range of sponsored entities including Patrick Mahomes, Lionel Messi, Manchester United and several national soccer teams.
“Sometimes the product informs you where it wants to go,” Lorenzo told GQ, “and so it may end up in the pros, and I’ll be happy if it does.”
This story was originally published February 16, 2024 at 12:00 AM.
