For Jerry Lorenzo, Fear of God’s newest sports play is more than fashion — it’s family.

“I grew up in a baseball household,” said the designer, who is unveiling the first chapter of a multiyear partnership with Major League Baseball, spanning franchises from the Dodgers and Yankees to the Cubs and Braves. The deal follows his recent collaborations with the NBA and WNBA.

His father, Jerry Manuel, spent years in the big leagues and later managed the New York Mets and Chicago White Sox. Lorenzo himself played baseball in high school and college at Florida A&M University, before pursuing his MBA at Loyola University Chicago.

“My first job after I finished grad school was with the L.A. Dodgers in the front office,” he said. “So I have a super deep baseball connection. It’s what I thought I was going to do after grad school. I thought I was going to be the next Jerry Maguire, and so naturally, I got a job in the front office with the Dodgers here in L.A., trying to work my way to eventually having my own sports agency one day. But God had other plans for me.”

Lorenzo has been reimagining fan merchandise with Fear of God’s signature DNA. The first drop focuses less on nuanced pieces and more on filling a gap in the market. “An elevated take on fan gear,” he went on. “It’s your signature Essentials hoodies and T-shirts and sweatpants through our lens and fabrics. The colors are just off enough, a little softer, a little bit more muted.”

The tones are a nod to 1930s and 1940s era baseball uniforms, with the looks coming to life in a campaign video titled “Picture Day,” shot by Calmatic.

“He grew up playing baseball in South Central L.A.,” Lorenzo said of the filmmaker. “He and I have been friends over 15 years and really connect deeply on the game, independent of what we do in our respective areas. I’ve always known that as soon as we get this deal with baseball, he’s going to be the guy that I was going to call.”

“Picture Day” centers on community, inspired by a South Central L.A. Little League, and captures parents and young baseball players posing in front of an artful backdrop depicting a stadium. The soundtrack is Nat King Cole’s “The First Baseball Game.”

“[It’s] literally comparing the Bible to baseball, which is so Fear of God,” Lorenzo smiled, describing the tune. “The most Fear of God song of all time.”

The first collection launches on fearofgod.com and Fanatics on Wednesday, followed by Fear of God Essentials retailers, select stadium stores and MLB shops. More pieces are on the way and will explore greater nuance as the line develops, Lorenzo said.

Baseball has been a way to connect community, culture and family for the designer, whose father is now a vice president of MLB’s Develops program and working to bring Black and kids of color into the sport. They face challenges like costs, accessibility and the game’s fading cultural relevance, Lorenzo said. 

“It’s a collective effort, my family specifically, to continue keeping our game alive in our community,” Lorenzo continued. “I’m gifted to kind of culturally bring a relevance to it. And my dad is on the ground, boots on the ground, getting the kids picking up bats and balls and playing the game.”

Next, Lorenzo is gearing up to reveal something new at the end of the month — Fear of God’s ninth collection, featuring both men’s and women’s. “So, [I’m] really excited about that.”