Premium Goods, the beloved Houston-based brand, has once again teamed up with Adidas for a fresh, limited-edition sneaker drop. This time, they’ve taken on the classic silhouette of the Campus ’00, blending their street-smart style with nods to Houston’s thriving car culture #IYKYK. The PG x Campus ’00 isn’t just for sneakerheads—it’s for car lovers too, as the design fuses sneaker fashion with automotive-inspired elements that speak to Houston’s gritty, inventive spirit.
With a sneaker that features everything from a hidden pocket symbolizing a glove compartment to cracked leather detailing representing cars far from pristine, Premium Goods has delivered a shoe that tells a true story of Houston’s car scene. The distressed leather is a bold reminder that not every car or sneaker needs to be polished to perfection. In every detail, from the mini license plate with Premium Goods branding to the reflective stripe on the back for high visibility, this shoe embodies the ingenuity and determination of the city’s car enthusiasts.
To celebrate the PG x Campus ’00 launch, Premium Goods and Adidas Cornerstone Community are throwing a launch party like no other—a car show at The Asylum Car Garage, offering sneakerheads and car fans a first look at the sneakers. More than just a release, it will be a community event that brings Houstonians together with a showcase of vehicles curated by the Premium Goods team, car simulation games, live music and more.
Image: courtesy of Adidas.
The Story Behind the Design
Jennifer Ford, owner of Premium Goods, alongside her partner Joe Kare, led the design of the Campus ’00, ensuring every detail tied back to Houston’s vibrant car culture. “We wanted to create a shoe that tells a story, and Houston’s car culture is a big part of that,” Ford explained. “But it’s about more than slabs. There’s a huge community here that’s into Eurocars, American muscle, and Japanese domestics, and we wanted to represent all of them.” This inclusivity is reflected in the shoe’s various design elements, which mirror what you’d experience at a car show or while working in your garage.
Choosing the Campus ’00 silhouette was an intentional move. As a new and trending model, it matched the vibe Premium Goods was aiming for. “The Campus ’00 is comfortable, and it speaks to the demographic we had in mind,” said Kare. The sneaker’s naturally distressed look and cracked leather further drive home the idea that, like the automotive world, not everything needs to be perfect—sometimes it’s the patina and grit that tell the best stories.
The design team added fun, thoughtful touches like a mini license plate and a removable patch on the tongue inspired by mechanic uniforms. “We wanted people to look at the shoe and immediately think of cars,” Kare added. “It’s a shoe for people who truly love the culture.”
Building Community Through Design
Premium Goods has always been about more than just sneakers. It’s about telling Houston’s story to the world. “As a grassroots store, we’ve always wanted to share the culture of Houston with people outside the city,” Ford said. This collaboration with Adidas is the perfect avenue for that. It’s not just about slabs or the most obvious symbols of Houston. This sneaker represents all the city’s automotive communities, offering a fresh perspective on the city’s cultural depth.
For Premium Goods, this collaboration also marks a milestone for Houston itself. While Houston-inspired sneakers have been released before, this is one of the few that feels local and authentic. It’s a chance for Adidas, a global brand with deep roots in Germany, to connect with a community in Houston that hasn’t always been in the spotlight.
Image: courtesy of Adidas.
The Excitement of Sneaker Culture
For Ford and Kare, sneaker culture is more than just a business. It’s a passion they’ve shared for decades. “Back in the day, there was no better feeling than opening a fresh box of sneakers,” Ford reminisced. “Now, we’re usually opening them to sell to someone else, but it’s still exciting. It’s something we’ve loved since we were young, and now it’s part of our careers.”
Over the years, Premium Goods has seen sneaker culture evolve, but their love for the industry has only deepened. “Sneaker culture has had its ups and downs, but we’re in it for life,” Kare said. “We eat, breathe, and live sneakers. It’s how we provide for our families, and we couldn’t imagine doing anything else.”
Mental Health and Teamwork
Running a successful sneaker business for nearly two decades isn’t easy, but Ford and Kare credit their tight-knit team for keeping everything running smoothly. “We’ve got a family dynamic within the store,” Ford shared. “Some of our team members have been with us for over ten years. We check in on each other, give each other space when needed and support one another through tough times.”
This sense of community extends beyond their store to the culture they’ve built with Premium Goods. It’s more than just selling sneakers—it’s about contributing to a lifestyle, a culture and a community that people in Houston and beyond can be proud of.
With their latest collaboration with Adidas, Premium Goods is continuing to bring Houston’s rich stories and diverse cultures to the world one sneaker at a time.
Premium Goods x Adidas
Campus ’00 Auto Club
