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.
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.
Those sneakers are beautiful