Premium Goods x Nike Air Force 1 | First Look
Image: Premiumgoods.
The next step is yours. If youāre from Houston, you can understand the pride we take in our city. From the chopped and screwed subculture of music that was born in H-town to the unique melting pot of creatives - we have a passion for celebrating our roots. So when our staple sneaker store of 18 years, Premium Goods, unveiled the first video promoting their Nike collaboration - we were floored. Not only is the Air Force 1 Low āThe Sophiaā dope AF, but the campaign highlights so much rich culture which drives the authentic heritage story of Houston.
There are so many great cameos in the campaign video that we knew this was going to be something special. PG owner, Jennifer Ford, and her team put an elevated amount of grit and grace in the mix to build the perfect design story for this pair. The footwear formula stands on an empowering message that YOU hold the key to your greatness, step into it. WHEW. Check out the video below. Can you spot all the H-town stars?
“I know that big dreams begin with baby steps. Thatās what hustle is.”
As the campaign tells us āSometimes the blueprint is a footprintā. We canāt wait to see how Jenn and Premium Goods is creating the message around stepping into your destiny. We really can connect to sneakers through their stories, and that's what this Air Force 1 Low represents.
Stay tuned as we learn more about this 1/20/2023 release and how the design came to be. From what we can see, the quilted panels on the upper, rope laces, gold aglets and beaded Swoosh add a premium flare that ties to Houston culture. Two words come to mind. DONāT SLEEP.