Joe Freshgoods: A Masterclass in Brand Storytelling

Stories. It’s all about the stories, man.

When you look at the sneaker category and ask yourself what the leaders are doing a few “stories” should come to mind.

One story concerns renewed efforts to connect with consumers in areas like running and outdoor sports. But in the world of sneakerheads, one brand is telling a different kind of story—the type that makes them a household (again).

Of course, I’m talking about New Balance.

Their stories are some of the best in the world right now, and Joe Freshgoods is the New Balance griot who tells the best stories about sneakers, and high-key in all of marketing.

Is it a coincidence that New Balance’s bottom line has gone up year over year for the past few years?

Nah. Not at all.

While NB’s efforts in basketball and running shouldn’t be overlooked because they play a role, they struck gold with the JFG partnership.

Joe’s latest campaign for his New Balance 992, titled “Aged Well,” is a masterclass in storytelling, and if nothing else, I think you’ll believe the same by the end of this deep dive.

I. WEAVING A RETROSPECTIVE & A SEQUEL

“20 shoes, 10 campaigns, 5 years” - Joe Freshgoods

As the name implies, "Aged Well" is inspired by Joe's time with New Balance.

According to Joe, his partnership was initially supposed to be a one-shoe deal in 2020. Now he's 5 years in, with over 10 campaigns, and each is progressively better than the last.

Not only does "Aged Well" tell an entirely new story as a retrospective of the progress made in his career and his own life, but it also doubles as a sequel to Joe's very first project with New Balance; A New Balance 992 called "Anatomy of a Heart" (see below)

With that visual above in mind, you can instantly see the connection to the silhouette and color palette of the newest shoe:

Moreover, when Joe references the process of this shoe coming to life, he talks about “making history” — a statement that holds a ton of weight considering how the New Balance team allows him to take liberties with their product and marketing approach, all of which is done in a way young Black creatives are rarely allowed to.

Below is a clip of the making of the shoe, which outlines the level of detail (and freedom) that Joe had while creating this collection with New Balance:

joefreshgoods

A post shared by @joefreshgoods

II. THE ART OF WORLDBUILDING

As you delve into the creative content behind Joe’s newest shoe, you’ll see it features several components: trailers, PR photos, in-store giveaways, etc. All of this seems standard these days (considering that many in the sneaker space are following the JFG blueprint).

But Joe is taking his storytelling efforts to another level by creating a world around his shoes through apparel, a documentary, and special giveback efforts to his community.

Below is the trailer for the full-length documentary about Joe coming to theaters in June (also named “Aged Well”).

Moreover, this past Thursday, Joe posted on his Twitter account to inform fans about the details of the Letterman jacket that will be released as part of the “Aged Well” collection.

If you look closely at the patches in the photo below, you’ll see that they honor his projects with New Balance.

The patch on the third photo says “Outside Clothes,” another JFG Collab from a few years back.

III. EACH STORY FEELS PERSONAL

One thing that good art does that brands sometimes forget in pursuit of the clout of working with creators is that art is often personal. In Joe’s case, his commitment to telling stories that matter to him translates into equity for the brand.

This is because consumers can tell when their favorite creators have handcuffs on them when they work with a brand.

And if you’re the brand putting the handcuff on them, you’ve all but neutralized any effect you wanted by working with them by binding them in legal tape.

Why?

The job of the artist is to create, subvert, or push back against cultural norms and expectations.

When Joe shows up, you see that in his work—he challenges the conventions of colorways, revives old silhouettes from brands, etc.

Moreover, the personal touch is evident in many of his releases, which include exclusives that can only be bought in Chicago (his hometown) or other select cities related to the theme of the drop.

For the 992 “Aged Well” collection, die-hard fans in DC & Boston were able to visit a physical store, cop the shoes, and even get some signed merch from Joe.

He’s done something similar in past releases. For example, his 1998 pack (an ode to the movie Belly) featured a rare colorway: Keisha Blue. This pair was only available to Chicago residents, so you had to live or fly out there hoping to cop a pair.

Then there’s the promotional shots for the collection…

The PR photos aren’t just overly photoshopped product shots that don’t reflect the real thing (looking at you, QSR sector). Instead, they convey that personal touch.

Consumers can see how much the collection means to the artist and, in turn, want to support him. By proxy, the brand also reaps the benefits. Everyone wins.

Case in point, the promo shots below are of Joe and his grandmother, both rocking his newest creation. Again, that personal touch makes the story of this shoe that much richer:

EPILOGUE

Joe is telling some of the best stories I’ve seen in recent memory, and it’s refreshing to see what happens when a brand moves out of the way by letting the creative take the wheel.

In this case, JFG has New Balance sitting high on the list of the coolest sneaker brands in the culture. With whispers of Joe having a more permanent position at New Balance, I think it’s safe to say that the best is yet to come.

As I typed this sentence, the alert literally came through to let me know that I hit on the raffle for the “Aged Well” joints. I’d say that’s a good omen. That letterman jacket is gonna see me soon too.

Let’s revisit this post in a year or so. I guarantee it’ll age well too.

One.