New Balance Appoint Joe Freshgoods As Creative Director of Their 'Conversations Amongst Us' Campaign
Joe Freshgoods has only been working with New Balance since 2020, but he's already got quite the collaborative lineup under his belt. The Chicago-born, bred and based designer has already created memorable takes on the 992, OMN1S and 990v3, and now he's stepping into an even wider role with the brand as New Balance have named him the creative director of their new 'Conversations Amongst Us' campaign.
Featuring New Balance brand ambassadors Kawhi Leonard and Storm Reid, 'Conversations Amongst Us' aims to spotlight the creative dialogue in the Black community, promote equality and highlight historical references. Freshgoods worked alongside Black Soles, New Balance's associate resource group for Black employees on the campaign – and 'Conversations Amongst Us' will also be accompanied by new 550s, 2002Rs, 574s and KAWHI IIs plus a set of apparel, all designed by Black New Balance employees.
'Often my mission is to tell stories from my own point of view using historical and cultural references,' said Freshgoods, the cover star of Sneaker Freaker #45. 'As I step into this role with New Balance, it's a continuation of an established collaboration that is the foundation of our relationship. This project is a bit different for me. It isn't just an apparel and footwear collection. It's a timestamp and a deep dive into the importance of communication and community. I wanted to approach this from a different lens from how brands usually celebrate and spotlight Black people. "Conversations Amongst Us" isn't a marketing blurb, it's simply the truth.'
To accompany the collection, New Balance have also donated $100,000 to Community Goods, an organisation that 'provides students in and from underserved communities with the tools and education to understand the value of art, community and to thrive in the creative space.'
Stay tuned for more from Freshgoods and New Balance, and expect the 'Conversations Amongst Us' products to roll out over the course of April 2022.