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Premium Goods owner Jennifer Ford reps Houston like no other. That love of her city comes through on her new collaboration with Adidas Cornerstone Community.
Adidas Cornerstone Community, the brand’s retailer-driven initiative focused on supporting BIPOC-owned businesses, has partnered with Ford — one of the rare Black woman storeowners in sneakers — to reimagine the Campus ’00. This limited-edition look was inspired by Houston’s distinct car culture.
The retailer’s take on the shoe, Adidas explained, was “made for the gearheads that live for their cars.” For instance, it features a hidden pocket added as a nod to a glove compartment, and was designed with cracked leather on the uppers, which symbolizes “how not every car is polished and pristine.”
To celebrate the launch, Premium Goods and Adidas Cornerstone Community will host a car show on Oct. 19 at The Asylum Collector Car Storage, which is located at 7268 Renwick Dr. in Houston. The event will include a large showcase of vehicles curated by the Premium Goods team, as well as car simulation games, live music and more.
Additionally, Adidas confirmed a percentage of each sale will be donated to Dekaney High School’s Auto Tech program. The program supports car care clinics, safety workshops and driver’s education programs, among other initiatives.
The Premium Goods x Adidas Campus ’00 will be available for car show attendees on Oct. 19. The general release will follow on Oct. 24 both in store at Premium Goods and via Premiumgoods.com. The shoe will retail for $130.
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
