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Jerry Lorenzo Wants to Bring Raw Emotion Back to Nike Basketball

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Fri, Nov 16, 2018 09:43 AM

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Nike & Lorenzo challenge one another to deliver a familiar feeling. HYPEBEAST November 16, 2018 Nike

Nike & Lorenzo challenge one another to deliver a familiar feeling. HYPEBEAST [Features]( November 16, 2018 [Jerry Lorenzo Wants to Bring Raw Emotion Back to Nike Basketball]( Nike & Lorenzo challenge one another to deliver a familiar feeling. [Jerry Lorenzo Nike]( NIKE It’s been about a year since Jerry Lorenzo confirmed a Fear of God x Nike collaboration and we’ve seen a selection of teasers float around surrounding the offering’s footwear and apparel choices. Back in September the leaks and additional rumors were put to rest as Fear of God unveiled the lookbook for its sixth collection – starring seasoned actor Jared Leto – with some of the expected pieces sprinkled into the styles. And now the full unveiling is here. Days ahead of today’s reveal we were able talk shop with Jerry Lorenzo about the forthcoming range. Humble as can be, his busy schedule sees a steering wheel in one hand and phone in the other with memories of the ‘86 Celtics as the blueprint of it all. Fear of God’s basketball timeline transitions from court-inspired to court-ready and Lorenzo looks at this moment as a “self-fulfilling prophecy.” He expresses the narrative stemming from that simple feeling of opening a pair of Jordans for the first time — only Lorenzo doesn’t aim to only bring back that emotion, but in fact to elevate it. With an all-or-nothing approach you’ll find a mix of honor and confidence as he reminisces about the process. Find out why Lorenzo strives to revive the ghosts of Nike Basketball’s past in our exclusive conversation below. By no means am I the best designer out right now. [Jerry Lorenzo Nike]( NIKE It was sort of a self-fulfilling prophecy. Modernizing that old LA Gear-look that we did for main line and kind of celebrating the Celtics of ‘86, you know. Black sneakers with white laces and whatnot. With Nike, the conversation started maybe two-and-a-half to three years ago. We knew interest was there on both ends and we’re just trying to find the right platform that made the most sense. We landed on basketball and the ask of Nike was to tell a 360 story around basketball; the lifestyle of basketball from off-court to on-court through apparel and footwear. My challenge to Nike was in order to tell the story the right way, we’ve got to propose something new. I think one of the things that Nike – I don’t want to say Nike was struggling with – wanted to see was their basketball shoes transcend performance the way they did back in the ’80s and ’90s. [READ FULL ARTICLE ON HYPEBEAST →](   [Go to Preference Centre](     [More HYPEBEAST Features]( [[FASHION]( [A Closer Look at Nike's "House of Innovation 000" NYC Flagship]( [[FASHION]( [9 Drops You Don't Want to Miss This Week]( Get The App Free on iOS and Android Follow 2018 HYPEBEAST Limited. All Rights Reserved [Manage Subscriptions]( You can unsubscribe by click [here](3D--62e71b95196eb81cb96695faf1c4220d7083d7f9a9df10e82b4ecfab653948b2). It may take 48 hours to complete the unsubscribe process. Contact subscription@hypebeast.com for assistance on any enquiries. You are receiving this email because you have subscribed to HYPEBEAST's marketing emails. You can unsubscribe from us any time by clicking [here](3D--62e71b95196eb81cb96695faf1c4220d7083d7f9a9df10e82b4ecfab653948b2). Our Mailing Address: HYPEBEAST, 10F, KC 100, 100 Kwai Cheong Road, Kwai Chung, Hong Kong

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