Chicago designer and creative director Joe Freshgoods has built a reputation for using streetwear as a form of storytelling, often highlighting moments that celebrate Black culture and nostalgia. His ongoing partnership with New Balance has produced some of the brand’s most sought-after collaborations, and the “1998” pack built around the New Balance 990v4 continues that tradition.

The three-pair collection draws inspiration from late-90s cultural touchstones, particularly the cult-classic film Belly and a legendary XXL Magazine cover featuring Jay-Z, DMX, and Ja Rule. The “Intro” pair references the cover and the film’s original poster, where Nas and DMX appear in white suits and black ties, while the “Kiesha Blue” colorway pulls from the movie’s memorable blue-lit nightclub scene and the character Kiesha.

The third sneaker, known as the “Outro,” flips the Intro’s color palette to mirror the film’s closing visuals and DMX’s wardrobe, creating a narrative arc across the pack. Each pair replaces traditional branding on the heel with Joe Freshgoods’ signature “JFG” mark and the year “1998,” commemorating the cultural era that inspired the collection. More than just a sneaker release, the project reflects how modern collaborations can use footwear as a canvas for storytelling rooted in music, film, and Black cultural history.