When intentional design elements and storytelling intersect, the outcome is magic. We have seen this on multiple occasions with the Jordan Brand x Aleali collaborations. Each carries a special ingredient that is rooted in who she is. Aleali has a unique way of empowering us to embrace the layers of our identity and that is refreshing. Quite honestly, her latest upcoming release of the Air Jordan 14 ‘Fortune’ is just as captivating. The initial snapshot of the sneaker was polarizing given it was the centerpiece of many conversations around the internet. However, at the end of the day we knew Aleali was going to bring it in the design room and the inspiration behind the pair was all about how culture can be synonymous with creating community.

To celebrate this FYE women’s exclusive, we were invited to a pop-up in Houston, Texas that was also an early shopping release for the Aleali May x Air Jordan 14 ‘Fortune’. Not only is the sneaker a special one, but the stores chosen to host these pop-ups were even more important. Given the long history of sneaker culture woven into the DNA of the Premium Goods store, it was only right to house the fun times there. The owner of Premium Goods, Jennifer, is one of the few in an elite class of female sneaker store retailers. If you caught our exclusive interview with Jennifer this year, she’s looking to change that and serve more of the female sneaker community in the process.

From the deliberate decor design of the Premium Goods event, to the hand-picked vendors and influential women in the Houston sneaker space - we had a great time networking with women and men who are adding to the buzz in the Space City. We also learned five key things while at the Premium Goods x Aleali May Air Jordan 14 pop-up event. Let’s keep scrolling, shall we?

#1. THE SOUTH GOT SOMETHING TO SAY

When you think of Houston (AKA the land of the trill), you may think of DJ Screw music or candy paint cars swangin’ from lane to lane. When you pull the layers back and hold space for culture engineered events, you get a front row seat to some of the most talented people. From content creators, to artists, 9-5ers, and entrepreneurs to name a few - Houston is a melting pot of creativity and we need more spotlight on the city. This is one reason why the Premium Goods event showed up and out as it relates to representation, and we hope everyone took notice. (sidenote: shouts to the Jumpman team)!

“Having events like this inspire other women to open stores and even create their own footwear and apparel. It’s through seeing more of us in one place, showing our talents. ”

— Jennifer, Owner of Premium Goods

#2 THERE IS STRENGTH IN SISTERHOOD

As a native of Houston, one thing I love is the support within the female sneaker space. We come from near and far corners of the city to celebrate one another while building a proverbial table full of chairs. Creating the community takes actionable steps and Jennifer from Premium Goods is a major advocate for female empowerment. Engaged leaders are those that understand a calling to serve the community past products and we learned that there is much more on the way.

Check out the local trailblazers who were featured in the Premium Goods event launch:

DJ Orange Calderon - Award-winning DJ born x raised in the H!

Codi Fuller - Lead Distiller and General Manager of Highway Vodka

Tina Zulu - Creative Chieftess and Designer

Tausha Sanders - Founder of HerGrails

Ruth Obnamia - Owner of Ruthlessly Pressed Nails

#3 PREMIUM GOODS IS CONNECTING THE DOTS TO CULTURE

This activation was phenomenal. We were able to truly feel the essence of Aleali’s Air Jordan 14 inspiration and just how influential her roots have been in this sneaker design. Premium Goods created the cool ambiance with details like green lighting, jade jewelry + nails, pieces from the Filipino culture, decorative cuisine, and Peacock chairs. We even got to take home plants in mini Peacock chairs! It was an experiential retail experience that we needed in Houston, which can feel like an underserved sneaker market at times.

“The time is now. Houston has given so much to us as a store, now it’s our chance to give back.”

— Jennifer, Owner of Premium Goods

#4 ALEALI MAY KNEW THE ASSIGNMENT

There’s not much we can say about the Aleali May x Air Jordan 14 besides don’t sleep on this release slated for 8/19. While Aleali’s previous designs played with heavily celebrated Jordan silhouettes, we can appreciate the road less traveled with the AJ14. The jade and gold accents throughout the shoe really gave the pair some character as it complimented the light sand suede upper. This is a pair we will be flexing all fall season.

#5. SNEAKERS ARE A UNIVERSAL LANGUAGE

The Premium Goods x Aleali May Air Jordan 14 ‘Fortune’ event was a catalyst for connection. Bringing together a diverse group of people to celebrate the love of common bonds, but also acknowledging the fact that Houston is evolving in the sneaker + streetwear space. Many of our first memories of sneakers start at a young age and we can still connect with them as conversation starters, regardless of who you are or where you come from.

Shout out to the whole Premium Goods team for curating this pop-up, and we can’t wait to see more! Make sure you’re following Premium Goods HERE to keep updated on sneakers and more.

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