For many sneaker aficionados, collecting can quickly turn into a business of its own. There are subcommunities within the wider community itself from Airmax lovers to Jumpman diehards. Houston native Jennifer Ford fits right into the mold as the only Black female founder of a sneaker retail store in the country.
In 2004, Ford opened the doors to Premium Goods in Houston. It was an extension of the original store in Brooklyn, which was owned by a friend of Ford’s. An optimistic 20-something at the time, Ford knew access to the hottest sneakers in Houston would be received with open arms. “It’s about being with other people who enjoy the same thing as me and [building] a community,” Ford says.
This week, she’s unveiling a collaboration with Nike, a longtime supporter of Premium Goods. Nike and Ford have teamed up to introduce a new Air Force 1, designed entirely by Ford herself. “There’s this artistic part of me that I never get the time to use or develop,” says Ford, who has wanted to try the craft since her early 20s. “I knew I was fully capable, but now seeing this creation I made, I know I can do it. It’s every sneaker owner’s dream.” When the opportunity came for her to try designing, her very first stop was her own closet. The quilted sides on the sneaker are inspired by her favorite purses. A hobbyist jewelry designer, Ford opted for a beaded iteration of the signature Nike swoosh.
There are deeply personal touches, as well. The two sets of black and beige AF1s are named for Ford’s daughter Sophia and niece Bella. Holding the laces is a metal rose, representing a family name passed down for generations. With these accents, the shoes become a love letter to the Black women who continue to inspire her success. “For me, it’s important, because if I’m the only one, people have to see me,” Ford says.
The Premium Goods x Nike AF1 is available to shop January 20, 2023, at Premium Goods.
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