A bridge between two millennia, "When Things Were Pure" celebrates the ever-present thrill of Y2K while embracing the future. From jerseys and tall tees to the sounds of dial-up internet and freedom found in magazine pages, the 2000s were the apex of culture. This collection explores the concept of luxury drawing inspiration from the streets, basement parties as the epicenter of culture, and rap videos serving as our textbooks—when things were pure. Back then, browsing the internet on the family computer was the gateway to a new world of information and inspiration. And now, memory meets aspiration. Welcome to the New Balance 1000 by Joe Freshgoods—a nod to the memories that shaped us and those that continue to.

The 990V4 and Apparel are inspired by the essence of the late 90s, drawing from magazine campaigns, movies, and advertisements of that era.

Released during the summer of 2023, this drop was literally just a flex. I view sneaker releases like albums, and I wanted to release a quick mixtape before my 1998 project. When I discovered that MJ wore New Balance during a photoshoot, my mind started to wander. I thought it would be amusing to sell out of a 650. I knew this project would be polarizing—either loved, hated, or considered lazy—but I loved how it prompted people to research that MJ moment. Mission accomplished. The story continues. And i paid for my own billboard, just flexed.

Originally released in October 2022, the JFG x New Balance "Performance Art" 993s marked the fourth collaboration between myself and New Balance. After the success of the 9060 release, I was a bit nervous about launching so many pastel colors within a short window. This was also my largest order to date. Nonetheless, I managed to cover that big ass invoice, solidifying my status as one of New Balance's top partners and storytellers.

Released in 2021, this is probably my most important release ever, following the life-changing 992 in 2020 that transformed both my career and New Balance. Ensuring that my sophomore effort was a hit was crucial and nerve-wracking. My team and I poured everything into this project. From the "Outside Clothes" video to the lookbook and activations, I had never seen anything like it, especially post-pandemic. This release was particularly significant as it marked my commitment to amplifying positive Black stories. I was a bit nervous that the sneaker community wouldn’t understand "Outside Clothes." It worked.