Adidas Partners With Jennifer Ford, The First Black Woman To Reportedly Own A Sneaker Boutique In The US, To Launch A Limited-Edition Sneaker

Houston, TX, native Jennifer Ford’s passion for sneakers has led her to work with major apparel giants.

Ford is currently the proud owner of Premium Goods, a sneaker boutique in Houston. The idea for opening the shop dials back to her days in New York, NY, following the completion of her economics degree from Emory University, her LinkedIn mentions. While in New York, it would spark her interests in women’s buying departments and women’s product development. However, it was not until she befriended Premium Goods-Brooklyn shop owner Clarence Nathan that Ford manifested her own sneaker boutique in 2004, located in her hometown.

“It’s about being with other people who enjoy the same thing as me and [building] a community,” Ford told Vogue in 2023.

With its opening in 2004, the Premium Goods Houston location reportedly became the first sneaker retail store in the United States led by a Black woman.

Per Premium Goods’ website, the shop features major brands like Jordan Brand, Nike, adidas, and New Balance, along with Black-owned labels such as Pharrell Williams’ Billionaire Boys Club and Eastside Golf, created by Morehouse College alumni Olajuwon Ajanaku and Earl Cooper.

Ford has also been able to add her own flare, working directly in partnership with major brands such as adidas. According to information provided to AFROTECH™, the shoemaker will be releasing a sneaker titled the PG X CAMPUS ‘00, which honors Houston’s car culture.

Its design includes a hidden pocket to mock a glove compartment and is heavily shaped by Joe Kare’s vision. Kare has been Premium Goods Creative Director since 2006 and plays an integral role to the brand’s storytelling and evolution today.

A portion of the proceeds from the limited-edition sneaker will be allocated to  Dekaney High School’s Auto Tech program, which champions car-care clinics, safety workshops, and driver’s education programs.

For those looking to purchase the shoes, they will be available to the public beginning Oct. 24, 2024, at Ford’s physical store or online at premiumgoods.com for $130.00. But to grab a pair early, the PG X CAMPUS ‘00 will be up for purchase at an official launch party held on Oct. 19 at The Asylum Car Garage.