Joe Freshgoods is not leaving New Balance for the time being. Earlier in 2024, rumors circulated that the Chicago-based designer was leaving New Balance. Now we see the official images of the next collaboration that uses the 990v6. The 'A Friend Named Cousin' pack drops during the Olympics.
Joe Freshgoods x New Balance
When you say Joe Freshgoods, you say New Balance. The two names have been working together for quite some time. In the past, the duo has already released several packs, think of the 'Inside Voices' pack from 2022 or the 'Conversations Amongst Us' from the same year.
Now, especially for the Olympics, Freshgoods is introducing the 'A Friend Named Cousin' pack, or at least that's the name of the campaign that comes with the release. The pack consists of two striking colors of the New Balance 990v6 silhouette.
Like previous JFG projects, the campaign surrounding the collaboration embraces the black community. 'A Friend Named Cousin' refers to how people in the black community refer to each other as ‘cousins,’ as seen in the music video.
The release of the JFG x New Balance 990v6 coincides with the start of the 2024 Summer Olympics in Paris. The choice of blue and red may be a nod to the colors of the French and American flags. But these colors also represent Freshgoods' home turf, as the Chicago flag uses the same colors.
The Joe Freshgoods x New Balance 990v6 'A Friend Named Cousin' collection will be shown during the opening of the Olympics, along with an art exhibition July 26 to 30, 2024 at Les Filles du Calvaire. We can expect a wider release of the pack in August 2024.
Keep an eye on the Sneakerjagers news page for updates.
