John Kim 
Years ago it was unheard of to see skate-shops stock lifestyle footwear alongside its key performance products. Today, the crossover into sneaker culture makes complete sense – after all, it was the sneakerheads enamored with SB Dunks that help put skateshops on the global sneaker map for good. Despite the newfound consumer base and what became a natural transition from skateshop to sneaker store, only a select few successfully evolved – and Premier is one of them. Skateboarding is certainly not lost within the store’s walls and those who run the Premier show, but the Michigan-based retail store is arguably more recognized as a sneaker boutique and they’ve reaped the benefits of this alternate identity.
After they celebrated their first Nike SB collaboration in 2012, Premier moved on to lifestyle/retro brand Saucony and quickly flexed their muscles by producing two awesome pairs of the Shadow 6000 as part of their “Mars Attacks” theme. Fast-forward to August of this month and now New Balance is in the mix with a rare 998 collaboration. Through it all, Premier has become a top destination for skaters and sneakerheads alike, and it’s this double-barreled reputation that gives the Mid-western shop an edge above the rest. Get a detailed look at their New Balance 998 design here and stay tuned for the official release this Saturday, August 22nd.
