Joe Freshgoods Commences New Balance ‘Conversations Amongst Us’ Campaign with 2002R

Joe Freshgoods is strengthening his partnership with New Balance by fronting up a new campaign titled ‘Conversations Amongst Us’, which aims to ‘tell the story of the black experience’. Adding to this project is the first glimpse of a commemorative 2002R and apparel.

The collaborator, who has been working closely with NB since 2020, explains on Instagram, ‘I’m honored to announce “Conversations Amongst Us” the name of the campaign, led and directed by me for New Balance. I wanted to tell a story of the black experience, emphasizing crucial dialogues that connect the community while inspiring the next generation of black creatives.’

He also reflected on the opportunities afforded by his projects in meeting people from similar backgrounds and trajectories, something that he wishes to enable for other creatives, especially those of coloured contexts.

Eagle-eyed sneakerheads will have spotted these 2002Rs on JFG’s channels, which at first glance depicts a blanked-out leather palette with minimal yellow accents, plus some blue. There also appears to be some matching apparel in the form of tracksuits.

Hopefully the excitement for new product doesn’t dilute the messaging of the campaign, but as Freshgoods emphasises, ‘this is not going to be an announcement followed by nothing. I’m on everybody ass. This for the crib.’