The long-awaited partnership’s release date was disclosed by CEO Bjorn Gulden during a media conference call on Friday morning.
At Jerry Lorenzo’s first Fear of God runway show in April, several of the items were teased. The cooperation, which includes apparel, lifestyle sneakers, and basketball footwear that will be worn by certain Adidas athletes in the NBA, has received very positive feedback from retail partners, according to Gulden, who told reporters that it may “commercially be a game-changer for Adidas by 2024.”
While it is hoped that the partnership will help mitigate some of the harm brought on by Adidas’ loss of the Yeezy business, which came to represent 7% of total revenue, Gulden stated in February that “there is no other Yeezy. “The brand was not seeking to replace it with a solitary relationship because there was still plenty of business in the market.