Chicago-based designer fresh produce joe partnered with New Balance for its “Conversations Among Us” sneaker collection, which he oversaw as creative director and worked with a team of black creatives, according to Input Magazine.
NBA player Kawhi Leonard also joins the campaign by appearing in a promotional short titled NOD with Freshgood, and the two men are sitting across from each other in the waiting room. Leonard and Freshgoods both communicate nonverbally by paying homage to each other on their New Balance sneaker game, according to Hypebeast.
Freshgoods is seen donning a pair of cream canvas 550s released early April 15, and Leonard sports the KAWHI 2 in a similar shade.
The collection is available for purchase at newbalance.com and includes graphic tees, fleece hoodies, crew necks and pants.
When consumers buy a pair, the shoe box will indicate, “Conceived and curated by Joseph Robinson and a team of black associates at New Balance.”
The shoes have a distressed aesthetic using canvas and suede materials to create the upper, but the New Balance “N” logo is highlighted in black. The insoles bear the printed words “Conversations Amongst Us” and the design is also seen on the cream outsoles, giving the sneaker a retro appeal.
Freshgoods came up with the concept for the video and published it in a Tweeter, “I’ve always been fascinated by how black men use ‘nodding’ to communicate with each other without talking to each other. I wanted to address this, it always made me laugh. I hope people understand the video, but if not, who cares lol, it’s for my people anyway.
I’ve always been fascinated by how black men use “nodding” to communicate with each other without talking to each other. I wanted to address that, it always made me laugh. I hope people will understand the video but if not then whatever lol it’s for my people anyway.
—JFG (@JoeFreshgoods) April 8, 2022