Jennifer Ford made history as the first Black woman to own a sneaker boutique in the United States. Now, her Houston-based store Premium Goods has partnered with Adidas to release a limited-edition sneaker celebrating local car culture.
Pioneering Entrepreneur Transforms Houston’s Sneaker Scene
Ford launched Premium Goods in October 2004, establishing Texas’s first independent sneaker boutique. The Rice Village location quickly became a landmark destination for sneaker enthusiasts, athletes, and local artists.
Her journey began after graduating from Emory University with an economics degree. Ford’s passion for retail and women’s product development led her from New York to Houston, where she opened Premium Goods as an extension of a friend’s Brooklyn store.
Exclusive Adidas Collaboration Celebrates Houston’s Car Culture
The new PG X CAMPUS ’00 sneaker represents a milestone partnership between Premium Goods and Adidas Cornerstone Community. Ford’s team unveiled the design during a special car show at The Asylum Car Garage on October 19.
The sneaker features innovative details like cracked leather uppers representing well-worn vehicles. A hidden pocket mirrors a car’s glove compartment, while every element celebrates Houston’s automotive heritage.
Community Impact and Social Responsibility
Ford’s position as an industry pioneer has inspired her to uplift her community. A portion of the sneaker’s proceeds will support Dekaney High School’s Auto Tech Program.
Premium Goods continues to expand its impact through initiatives like Premiumkids, a children’s store launched in 2010. The boutique maintains partnerships with major brands including Nike, Converse, and New Balance.
Product Release Details and Future Vision
The PG X CAMPUS ’00 sneaker launches October 24, priced at $130.00. Customers can purchase the limited-edition footwear in-store or through Premium Goods’ online platform.
Adidas promoted the collaboration through a two-part advertisement titled “Blood, Sweat, & Gears.” The partnership demonstrates the company’s commitment to supporting BIPOC-owned retailers.
