Bjørn Provides Final Word On FOGA, KCDC Closing Says Something And Crocs Comments On U.S. Consumers Surprises

The Final Word On Fear Of God Athletics

Last week I reported that Adidas’ contract with Jerry Lorenzo’s Fear of God Athletics would not continue past 2024. The exact details on their contract are still not known but my reporting wasn’t accurate because it appears the two entities will continue to launch product through holiday 2025. Short of a miraculous pick up in demand on the Fear of God Athletics 1 and 2, there will be no additional product.

On Adidas’s recent Q224 earnings call, CEO Bjørn Gulden provided the last word on FOGA, indicating that the franchise had been downsized and no longer holds the import it once did.

Pinning many of the brand’s issues with the amount of time it took to bring it to market, Gulden stated:

“Basketball, I didn't mention, Jerry, because I'm so happy with what you see on, I would say, the NBA franchise signature molds Donny Mitchell, Anthony Edwards and Harden. And that is, for us, I would say, a real what should I say, connection between NBA and what …