In celebration of the new Fear of God Athletics drop, adidas took over The Platform at King’s Cross with a ‘shop in shop’ showcasing the full collection.
Building on their ‘Opening Season’ of a clean inaugural collection rooted in classic silhouettes, Jerry Lorenzo and ‘The Brand with the Three Stripes’ continues to solidify and evolve the Fear of God Athletics ethos for its Spring 24 drop, with earthy colorways, minimalist branding, and luxurious materials.
The new collection was housed in an installation taking over the entire hatch space with bespoke fixtures and fittings, showcasing the men’s and women’s apparel range as well as a central focus on the footwear.
“The house is built to mirror the very nature and design of the highest being, where there is both unity and diversity in the trinity. The simplicity and complexity of “three in one” reflects the heart and intention of the Fear of God house and our products. Fear of God, ESSENTIALS and Athletics, three pillars in one.”
JERRY LORENZO
The Fear of God Athletics installation is at our King’s Cross store until the 17th April. If you can’t make it down, check out the collection online.
