Joe Freshgoods Presents “Aged Well” 992 and Pop-Up Tour in Collaboration with New Balance
The “Aged Well” campaign celebrates the collaborative 5-year relationship between Joe Freshgoods & New Balance
Boston, MA (February 10, 2025) –Joe Freshgoods and New Balance unveil their latest iteration of the 992—the “Aged Well” 992, celebrating the five-year anniversary of Joe Freshgoods’ tenure with New Balance, a co-authorship that has not only produced twenty pairs of iconic footwear but also impacted global sneaker culture. To further commemorate the anniversary, Joe Freshgoods and New Balance will host an intimate pop-up tour to pay homage to cities significant to the silhouette's cultural impact, including Chicago, Boston, and Washington, D.C.
The “Aged Well” 992, presented in an aged colorway, is inspired by their first collaboration, the "No Emotions Are Emotions" 992, incorporating the effect of sunlight fading over time. The latest 992 light pink colorway symbolizes a shoe that has gradually weathered under the sun, representing the enduring relationship between New Balance and Joe Freshgoods. The gradient effect across the five shades also captures the long-term evolution of their collaboration.
"With this campaign and collection, I aimed to capture and illuminate an incredible chapter of my life that has been all about growth in a personal and real way, highlighting the evolution of my five-year relationship with New Balance, the ups and the downs, but most importantly, its lasting impact on global sneaker culture,” said Joe Robinson, Founder, and Creative Director of Joe Freshgoods.
Through powerful storytelling and maintaining a dynamic relationship while cementing key milestones—such as the landmark All-Star Weekend in 2020 when Joe Freshgoods and New Balance launched their first two shoe collaborations and his vibrant short film "Outside Clothes"—Joe Freshgoods has transformed the sneaker industry over the course of 5 years, 10 projects, and 20 shoes.
“I first realized the power of Joe during Chicago 2020 All-Star Weekend. We always knew he was special and had a unique perspective, but that was a special moment for me. It was probably 2 degrees outside, and we saw all of these kids from all over waiting in line, hungry for the first 992 release, but also the depth of storytelling," said Chris Davis, Brand President and Chief Marketing Officer at New Balance. “It's all about having the right product story and the right cultural ambassadors at the right moment. So, you have Kawhi Leonard's signature shoe with Joe Freshgoods at NBA All-Star, where Kawhi won MVP. The way that Joe and Kawhi interacted was so awkwardly natural. It was perfect. A match made in heaven. That's when I knew this could be a special relationship and it hasn't failed since then. This latest 992 project is a perfect culmination of just that."
"When we released the 992 in 2020, it was a scary and anxious moment for me, but fast forward to now, we've built something incredible. This relationship has grown in ways I couldn't have imagined, and this sneaker is like the championship ring you get after a big win," said Joe Robinson.
The Joe Freshgoods x New Balance “Aged Well” 992 launches exclusively on JoeFreshgoods.com starting February 21, 2025, and globally on NewBalance.com on February 28, 2025. Suggested retail pricing is $220.
The schedule and details for the “Aged Well” pop-up tour are as follows:
● February 13, 2025 in Washington D.C at SOMEWHERE
● February 15, 2025 in Boston, Massachusetts at CNCPTS
● February 21st and 22nd in Chicago, Illinois at Every Now & Then
NEW BALANCE MADE U.S. FOOTWEAR CONTAINS A DOMESTIC VALUE OF 70% OR MORE. MADE MAKES UP A LIMITED PORTION OF NEW BALANCE'S U.S. SALES.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world.New Balance employs 9,000 associates around the globe, and in 2023 reported worldwide sales of$6.5 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance Made U.S. footwear contains a domestic valueof70%ormore and makes up a limited portionofNew Balance’s U.S. sales.To learn more about New Balance, please visit www.newbalance.com;for the latest press information visithttp://newbalance.newsmarket.com.
About Joe Robinson
Joe Robinson is the founder and creative director of Chicago-based lifestyle brand Joe Freshgoods. He uses a unique blend of brand narrative, historical, and cultural references, which allow him to create authentic connections with streetwear lovers all over the world. The owner of Every Now and Then retail and resource company and co-owner of the renowned Chicago creative hub Fat Tiger Works, Robinson’s unique approach has led to partnerships with brands across the world. An avid proponent of arts education, his real mission is to tell stories through his collections.