Looking Back at Joe Freshgoods' 5-Year Run with New Balance

Real talk: Joe Freshgoods has been a breath of fresh air for the sneaker space. His energy has been invigorating – from 'clapping back' at detractors on social media to holding his corporate collaborators accountable.

The Chicago-native recently unveiled the New Balance 992 'Aged Well', his latest collaboration with the North American brand. In typical Joe Freshgoods fashion, the multi-hyphenate creative took the opportunity to share some of his unabashed thoughts – namely that his partnership with New Balance has been "THE BEST 5 YEAR RUN EVER".

Since February 2020, Joseph Robinson has worked with the company on 10 projects culminating in 20 sneaker releases. The bulk of JFG's collaborative catalog with the Massachusetts-based institution has enjoyed commercial and critical success. Additionally, Mr. Freshgoods has orchestrated 'Conversations Amongst Us', an initiative highlighting the creativity and amplifying the voices of New Balance's Black employees.

In everything he's done, Joe Freshgoods has strived to be authentic; dedicated himself to tell stories that've long been told incorrectly or not at all; and served as a reminder of what can be achieved when you're unapologetic about your vision.

As we wait for the official release of the 'Aged Well' 992, here's a trip down memory lane of Joe Freshgoods' last five years with New Balance.

'No Emotions Are Emotions'

To the uninformed, Robinson hit the scene in early 2020. Those tapped in with Chicago's streetwear scene (digitally or in-person), however, had long been championing his effortless cool and imposing confidence.

Throughout high school, Joe Freshgoods made a name for himself by designing and screen-printing his own t-shirts. His professional career in the fashion space began in 2005, and panned out to include stints at the now-defunct Fashion Geek and NikeTown Chicago, as well as the emblematic Leaders 1345 in Hyde Park. Robinson's early formation allowed him to tap in with his city's tastemakers while offering his own vision of what streetwear from the Windy City could look like.

In the mid-2010s, Joe Freshgoods co-founded Fat Tiger Workshop in Chicago's Wicker Park neighborhood. The brick-and-mortar location doubled as both a space for its owners – which included designers Terrell “Rello” Jones, Des Owusu, and Vic Lloyd – to showcase their work and a creative hub for the surrounding community. Over the next few years, Fat Tiger Workshop would team up with sportswear brands to promote upcoming collections. Its biggest break would arrive ahead of NBA All-Star Weekend 2020.

As the story goes, Joe Freshgoods and his fellow collaborators were set to release multiple sneakers with the Three Stripes to commemorate Chicago's basketball legacy. The partnership fell apart, but Mr. Robinson had, in some way, prepared for the occasion.

ComplexCon had been held in his home city months earlier. The creative rented out a booth at the convention to rerelease several classic (and controversial) styles from his Don't Be Mad label. Joe Freshgoods finished the weekend with some extra money in his pocket and a number of new contacts – including Joe Grondin.

At the time, Grondin was Business Unit Manager – Collaborations & Energy at New Balance. He stopped by Robinson's booth looking for him, but ultimately left a message with one of the Chicagoan's employees. After connecting, both men clicked, with the former raising the idea of a collaboration for Chicago's All-Star Weekend in seven months' time. Although skeptical given NB's lacking presence in his home city, Joe Freshgoods flew to Boston to meet with the brand. After consulting with some folks from Washington D.C. and digging into the company's archives, he landed on the New Balance 992 as his first N-branded foray.

Half a year proved to be a short window to manufacture such a high-quality collaboration in the amount of inventory the partners would've liked so they landed on a workaround: the NB1 program.

New Balance's NB1 platform allowed folks to customize their own products for a shorter turnaround time than a typical manufacturing line in one of its factories. Pairs of Joe Freshgoods' debut NB 992 (which was originally touted as a project with Don't Be Mad) were produced through the NB1 program and launched at an exclusive pop-up event in Chicago between Feb. 14 and 16. Those in the know were sure to grab their sizes during the weekend with fans outside of the Windy City left to check the after-market. Others, however, hopped onto the NB1 platform to discover that they could recreate and order a New Balance 992 similar to JFG's heart-inspired project. Once the Chicago-based entrepreneur caught wind of this ingenuity, he phoned his contacts at the New England institution to suspend the customization program.

'Outside Clothes'

A year is a long time to wait for anything – especially follow-up sneaker collaborations.

After a highly-visible 2020, the future of the Joe Freshgoods x New Balance relationship hadn't been (publicly) determined. Some folks ultimately learned about the Chicago-native's work when countless outlets placed his New Balance 992 project in their Best of lists. The duo, however, kept day-one and new fans waiting for its next move, which many hoped would be a wider release of the February 2020's drop.

On May 21, 2021, Mr. Robinson unveiled his New Balance sequel – a 990v3 – on the cover of Sneaker Freaker. Dubbed 'Outside Clothes,' the collaboration brought forth another compelling color palette and narrative. It might've not been obvious at the time, but Joe Freshgoods' New Balance 990v3 was rooted in the Black experience – in particular the idea of being told by one's mother that you "smell like outside."

The 'Desert Rose/Blue' pair was more widely available than the previous year's NB 992. Chicago was heavily represented in campaign material for the footwear and accompanying apparel items. Joe Freshgoods also headed to Washington D.C. to launch the 'Outside Clothes' project as acknowledgement of the city's role in making New Balance product pop since the 1980s.

'Conversations Amongst Us'

Always the innovator and a force for accountability, Joe Freshgoods met with New Balance to discuss its plans for Black History Month. For ages, it's been a common practice throughout the industry to release product inspired by some obvious, stereotypical aspect of Black culture throughout – and only in – February. The Chicago-native didn't want to partake in this superficial practice. Instead, he took it upon himself to meet with Black employees at New Balance to discuss their wants and needs.

The 'Conversations Amongst Us' platform was born out of genuine discussions and interest in the betterment and celebration of Black people. On the product front, JFG co-developed and curated a handful of apparel and footwear items with New Balance's Black Soles associates. Items took on a clean 'Dawn Glow/Sun Glow' color combination that served as a clean slate for storytelling and life-living.

In comparison to Joe Freshgoods' past work, the purposeful capsule was produced in higher quantities to allow for those interested to purchase pairs.

'Conversations Amongst Us' (Parts 2 & 3)

Ahead of the launch of the 'Conversations Amongst Us' initiative and product line, Joe Freshgoods emphasized that the effort would be an ongoing one.

Throughout the years, he and New Balance have highlighted Black voices from within the company – including chats with the likes of Arsenal's Raheem Sterling. The debut NB 550 was followed up by special takes on Kawhi Leonard's second signature model, as well as the iconic New Balance 574 designed by Steven Smith.

'Inside Voices'

Launching a new product into the market is always a risky move, but the payoff can be exponential if done right. Fully confident in its burgeoning partnership with him, New Balance tapped Joe Freshgoods to debut the 9060 silhouette.

Informed by the brand's running heritage and new-age design language, the New Balance 9060 was a stark departure from most of what had become popular from the North American brand over the last three years. Its N-branded upper was fairly familiar, but its rugged and exaggerated sole unit introduced a jarring visual to the company's lineup of products. Joe Freshgoods' masterful teasing and narrative-driven campaign, however, helped the silhouette become highly-anticipated.

'Penny Cookie Pink' and 'Baby Shower Blue' colorways landed on the NB 9060, leading the charge for a slew of looks that would ultimately form part of its release catalog. A complementary collection to his 'Outside Clothes' project, JFG's 'Inside Voices' collaboration aimed to capture the "sights, sounds, and feelings of growing up in the [B]lack household," referencing cultural touch-points close to Robinson and other members of the Black community.

'Performance Art'

Following his hand in the launch of the NB 9060, Joe Freshgoods reverted his attention to the brand's Made in USA lineup.

The multi-hyphenate entrepreneur reimagined the New Balance 993 through three pastel tones. While compelling on its own, the trio was perhaps most impressive when placed alongside one another. The collection delivered JFG's attempt at 'Performance Art,' offering footwear meant to be worn well while tackling the many ups-and-downs of life.

Joe Freshgoods' 993 capsule launched in unisex sizing and 'Arctic Blue,' 'Art Sage,' and 'Powder Pink' ensembles. These pairs helped the Chicago-native get on many more radars than his previous work, even enabling him to present an art installation at the newbalance_t_house in Tokyo.

'Beneath the Surface'

After some time away from the spotlight, the Chicago-native unveiled his first collaborations on the trail-ready New Balance 610T and Rainier.

A stark contrast to his New Balance 993 capsule, the 'Beneath the Surface' collection introduced Joe Freshgoods' first-ever camouflage print. Vibrant orange ('Lil' Swamps'), muted green ('Lil' Blocks'), and light tan ('Lil' Deserts') tones took over the footwear trio, which the creative dubbed his "most detailed shoe with NB to date." Vibram outsoles ensured each style delivered reliable performance across all conditions.

JFG's takes helped inline versions of the Rainier and 610T move.

'Stuntman'

In doing research for one of his projects, Joe Freshgoods came across a special edition of Life magazine from Summer 1984. To his surprise, he found a photograph of a young Jordan in flight while wearing an undisclosed pair of New Balance sneakers. The photo, captured by Jacobus Rentmeester, went on to inspire the Swoosh's Jumpman logo and led Robinson to ponder: What if Michael Jordan signed to New Balance instead of Nike?

The New Balance 650 'Stuntman' offered a modern interpretation of the pair MJ wore almost 40 years prior. The sneakers were more "art project" than commercial product, opting for a clean aesthetic and being hand-numbered up to 500. A limited launch took place in Chicago at Robinson's Every Now & Then space with pairs also seeded to select Friends & Family.

'1998'

Throughout most of his partnership with New Balance, Joe Freshgoods has placed just as much importance on campaign visuals as he has the footwear. His '1998' marketing material was certainly movie-worthy.

Teased in early November, the collection featured a duo-chromatic color scheme that deviated from the pastels and abstract patterns found on previous JFG projects. Three men were depicted holding wooden bats while wearing N-branded sneakers. The savviest New Balance enthusiasts quickly picked up on the model being the 990v4; culture connoisseurs also noticed the Chicago-native had referenced a cover of XXL from June 1999 that featured Jay-Z, DMX, and Ja Rule. Robinson confirmed several details of his '1998' project shortly after his initial teaser, revealing more of its inspiration through more "visual diary" entries (as he likes to call his commercials).

The two pairs of the New Balance 990v4 first previewed via Instagram were dubbed 'Intro' and 'Outro.' Essentially a color flip of each other, the black-and-white duo also drew inspiration from Hype Williams' film Belly from '98. A third, Chicago-exclusive 'Keisha Blue' pair rounded out the capsule, commemorating an iconic scene depicting actress Taral Hicks. JFG even tapped Mikeisha Daché Vaughn to conduct an interview with Hicks to let her share her thoughts on portraying Keisha in Belly, amongst other things.

'When Things Were Pure'

So much of the sneaker space depends on nostalgia. Reissues from the past continue to play pivotal roles in many company's bottom lines. The case is the same with New Balance, but the Boston-based company has been a bit more intentional than some of its competitors.

The century-old brand retrod the New Balance 1000 with Joe Freshgoods' help. A trail-friendly running sneaker from 1999, the silhouette had long been forgotten by many except diehard fans of the North American institution. The silhouette was promised to return in an original 'Metallic Silver' look, but not before JFG did his thing.

Unveiled via Instagram in early March, Joe Freshgoods' collaboration brought 'Pink Mink' and 'Black Ice' makeovers to the 25-year-old New Balance design. The project lived under the When Things Were Pure banner, drawing inspiration from the creative's experiences between 2003 and 2010.

"When I think about the time when things were pure, I’m constantly placed back to the early 2000s," Robinson wrote via Instagram. If you were in Chicago throughout the aughts, the references found across the New Balance collection and campaign material likely brought up beautiful memories of basement parties, WalaCam videos, and the pink 19th century Victorian house on 556 N. Central Avenue. For everyone else, Joe Freshgoods' New Balance 1000 duo served as yet another history lesson, sharing an authentic slice of the Black experience through narrative-driven product and visuals.

'Pink Mink' and 'Black Ice' pairs were approved by Chicago's footwork and dance communities (as proven by marketing material that accompanied the release), and widely celebrated when they launched. Joe Freshgoods also dropped apparel to match the sneakers, drawing inspiration from the Hot Boyz and airbrushed t-shirts sold at the mall.

'From Prom to Paris'

New Balance's iconic 990 series celebrated its 40th anniversary in 2022. Collaborators like Action Bronson and Kith helped introduced the commemorative NB 990v6 silhouette to the market, a heritage-inspired design rooted in modern tech. Their projects were well-received, but many netizens were left wondering what Joe Freshgoods' take might look like.

On July 24, 2024, Joseph Robinson unveiled two colorways of his New Balance 990v6 collaboration. The inspiration?: Prom.

Inspired by teenage romance and his own lived experiences in 2005, the 'From Prom to Paris' collection covered New Balance's latest 990 offering in tonal 'Paris Red' and 'Prom Blue' outfits. The colors reference a specific time from the past while also capturing a moment from JFG's future: A young Robinson couldn't have imagined curating an art exhibition in Paris one day while traversing the streets of Chicago's west side during the mid-2000s. But that's exactly what he ended up doing.

"A Friend Named Cousin" was developed in partnership with New Balance and held at Les Filles du Calvaire in the French capital from July 27 to July 30, 2024. Joe Freshgoods invited Black artists from across the globe to showcase work that explored "familial connections that transcend blood relations and the intricacies of cultivating chosen family and community."

The New Balance 990v6 'From Prom to Paris' duo released early during the "A Friend Named Cousin" exhibition. The 'Paris Red' pair was exclusive to the event and an EQL Raffle hosted on JGF's webstore, while the 'Prom Blue' option saw a wider release on Aug. 9.

'Aged Well'

As had become customary of Joe Freshgoods' collaborations, the 'Aged Well' 992 was first revealed to the world via unauthorized leaks.

Initial looks that hit social media and platforms like Reddit couldn't quite pinpoint the inspiration behind JFG's second New Balance 992 project, but an early consensus amongst netizens was positive. Folks might not admit it, but many of them were not checking for neither Joe Freshgoods or New Balance before the Chicago-native teamed up with the Boston-based company in early 2020. The 'Aged Well' collab, then, could serve as redemption.

Mr. Robinson publicly acknowledged the sneaker for the first time ahead of Paris Fashion Week. Although he playfully implored that no one ask him about sneakers while out in the French capital, he printed out a poster of the unreleased NB 992 and shared it across his digital channels. Days later, on Jan. 27, he took to Instagram to properly unveil his 20th New Balance sneaker and share a bit behind the 'Aged Well' concept.

In short, the pastel-covered collaboration is the culmination of what Joe Freshgoods claims has been "THE BEST 5 YEAR RUN EVER." It's hard to argue with the guy.

During Fall 2024, the Chicago-native visited New Balance's factory in Skowhegan, Maine. There, he was able to appreciate the stalwarts that help bring his ideas to life with top-notch precision and craftsmanship. The 'Aged Well' concept, then, is as much a well-earned flex as it is a reminder to the public of how beautiful (and sometimes necessary) the passage of time can be.

Ahead of the sneaker's release, Joe Freshgoods announced visits to two cities that've meant a lot to him: Washington D.C. and Boston. Both destinations have been pivotal to his creative journey over the last five years.

Expect to see JFG in other cities across the country throughout the remainder of the year.

2025 & Beyond

In celebration of his 'Aged Well' project, Joe Freshgoods took to Instagram to share a photo of himself (captured by Nolis Anderson) sitting in the center of over 20 pairs of New Balance sneakers. The photo showcased fan-favorite styles alongside unreleased, presumably samples of collaborations that ultimately hit the public.

What can we expect from the JFG x NB partnership over the next five years?

If the 'Aged Well' campaign is any indication of what's to come, the Chicago-native will place a stronger emphasis on community outreach and engagement throughout the next half-decade. He'll likely help launch new footwear silhouettes and explore different motifs and materials through his own Joe Freshgoods imprint.

The future has yet to unfold, but what's virtually guaranteed is that whatever Mr. Joseph Robinson does between now and 2030 will be unapologetically Black; champion Chicago; and be oh so fresh.