Premium Goods, the first Black woman-owned sneaker boutique in the U.S., just launched a fresh new Adidas design.
Jennifer Ford’s Premium Goods and adidas are releasing a limited-edition PG x CAMPUS ’00 sneaker, paying tribute to Houston’s car culture.
Jennifer Ford, the owner of Premium Goods, is the first Black woman to own a sneaker boutique in the U.S. She’s representing Houston sneakerheads while growing her Texas-based boutique and launching her latest collaboration with adidas.
Houston native Jennifer Ford launched Premium Goods in October 2004 after earning her economics degree from Emory University and following her passion for retail and women’s product development in New York. Premium Goods became the first independent sneaker boutique in Texas. A longtime sneakerhead, Ford brought the boutique experience to Houston 20 years ago, dedicating her designs to celebrating the city’s vibrant culture. She opened her Houston location as an extension of a friend’s original Premium Goods store in Brooklyn.
Ford’s Rice Village boutique is a favorite among local artists, designers, and athletes for its stylish sneaker selection. Now, she’s added another exciting release to her Premium Goods lineup. In partnership with adidas Cornerstone Community, Ford is launching a limited-edition PG x CAMPUS ’00 sneaker, paying tribute to Houston’s unique car culture. The PG x CAMPUS ’00 made its debut at a car show hosted at The Asylum Car Garage on October 19, where car enthusiasts and Houstonians came together to enjoy a curated showcase of vehicles by the Premium Goods team.
Attendees had the chance to grab the sneakers first, featuring a cracked leather upper symbolizing that not every car is “polished and pristine.” The design also includes a hidden pocket, inspired by the idea of a glove compartment. “Every detail of the shoe boldly represents the grit, creativity, and resilience of Houston’s car culture,” the release notes.
Premium Goods and adidas revealed the CAMPUS ’00 silhouette through a two-part campaign titled “Blood, Sweat, & Gears.” This partnership highlights adidas’ ongoing commitment to supporting BIPOC-serving retailers. The release, dedicated to “all the gearheads,” inspires car enthusiasts to “conquer every turn” and “reach the finish line.”
The PG x CAMPUS ’00 will be available to the public on October 24 in-store and online for $130. According to Ford’s LinkedIn, being one of the few Black women in the industry has driven her to uplift her community and empower other women and minorities to achieve their goals. Additionally, a portion of the proceeds from the limited-edition sneaker will support Dekaney High School’s Auto Tech Program.
Sneaker enthusiasts can also explore other top brands at Premium Goods, including Nike, Converse, New Balance, and more. Ford’s team offers stylish options for kids as well through Premiumkids, a children’s store they launched in 2010.
