Whether you’re an OG collector or new to the game, I can guarantee you are familiar with Frank Cooke’s body of work. From the early days of collaborations at Wish Atlanta to designing legitimate grails for the famed Jordan Brand NRG team, Cooke’s fingerprints are all over sneaker culture. These days he’s at the helm of Shoe Palace’s creative direction and lending his design eye and personal stories to various brands on his own collabs. The latest in his long run of culture-shifting designs comes in partnership with Saucony on the classic Jazz 81 silhouette.
We caught up with Cooke to learn more about how this project was inspired by his 7th-grade self, Saucony’s rich history, working with the Whitaker group, and more.
SoleSavy: You’re well-known in the sneaker community for your history with companies like Wish, Jordan Brand, and now, Shoe Palace. How did this connection with Saucony come to be?
Cooke: It is always great to connect with my brother James Whitner, and once I found out a good long-term friend Jason F. was working on it as well, I was all in! I have so much respect for both of them and what they have done in the footwear industry.
SoleSavy: This collaboration is inspired by your younger self. Can you share how that inspiration came to life on the Jazz 81 and apparel?
Cooke: When I was younger, Jordans and expensive sneakers came few and far between. I used always to cop the Jazz just to have a clean look that was outside of the box. Whenever I wore Saucony, people would ask, “How do you say that?” That inspired the apparel.
SoleSavy: What are some things about Saucony as a brand that you think more sneakerheads should know?
Cooke: I love the story of the original price being $19.81, the year they were founded to stay in the game with other competitors. What a shoe for the price!
SoleSavy: Why do you think programs like Saucony’s “Concrete Flower” team are so important?
Cooke: We have to feed the future because I know that the youth will far exceed any dream that I ever had. It is important for people to know that there are options and opportunities out here that are tangible. You just have to believe and stay focused.
SoleSavy: Do you still get as excited about sneakers as 7th grade Frank did? What keeps you interested in the sneaker game?
Cooke: Believe it or not, I most certainly do! I shrink back to that kid in his room, with the music blasting and a mind filled with creativity and dreams. I will always be in love with sneakers, just as long as the storytelling is there.
SoleSavy: We’re seeing more brand diversity than ever right now. Why is it important for people to explore brands outside of the big names?
Cooke: There are gems everywhere! I know we all love big projects and names, but just like everything in life, style requires balance.
SoleSavy: You’ve been designing for a long time and are behind many people’s “grails.” What did you learn about yourself during this project?
Cooke: I’ve learned that no matter how high you climb up the ladder, you cannot forget where you started. The Jazz is where I started, and I am so grateful to be able to work on this shoe. It’s a personal grail for me.
SoleSavy: What do you think about the current state of sneaker culture?
Cooke: The sneaker industry is super revenue driven currently. I just want to get back to the love and having fun with shoes. The positive in it all is that brands are tapping into smaller markets and creatives and giving them a chance to tell their story.
SoleSavy: Your Jazz 81 drops exclusively at APB. You’ve worked with the Whitaker Group for a long time, and there is no question that its brands and stores are leading sneaker culture right now. What has witnessing and being a part of that rise been like for you?
Cooke: I am just so thankful for my brother James [Whitner] and the entire [Whitaker Group] family. It is so weird to see where we both started and the projects we have manifested to get where we are today! This thing of ours is all about legacy and who is up next! I’m excited for the future.
SoleSavy: Congrats on the Shoe Palace announcement. What can fans expect from you and the SP team in the future?
Cooke: All the storytelling we love on a bigger platform! The Mersho family has a foundation in the community by giving back. That is what sold me on joining the squad. I work with a very talented team that challenges me. That’s what I need at this point I’m my career.
The Saucony x Frank Cooke Jazz 81 launches on 12.9 exclusively at APB online at apbstore.com and in-store APB locations in Tallahassee, Jacksonville, Greenville, Columbia, and Charleston, priced at $100 and available while supplies last.