About Just Souled Out
Just Souled Out is a creative platform at the intersection of sneaker culture, design, and storytelling built to center and elevate women in a space that has historically overlooked them. Founded by Justine Hong, a curator deeply plugged into sneaker culture with past experience working in the footwear industry, JSO fills the gap in how women experience and engage with sneakers.
Rather than simply showcasing products, JSO explores merging culture, personal expression, and the evolving identity of women in sneaker culture. JSO creates an immersive, editorial-style experience with sneakers that resonates both digitally and in real life.
About Justine Hong
Justine Hong is a creative with a Bachelor’s degree in Communication (2013) and an MBA (2019) from the University of Maryland, College Park. She has built a diverse career spanning footwear, creative collaborations, and experiential marketing, working with brands like Foot Locker and Garrixon, and contributing to projects such as Vashtie x Pine-Sol and SoleSavy’s Members Only sneakers. Justine has collaborated with notable creatives, artists, and influencers across fashion, art, and culture, while also engaging in high-profile brand activations like Adidas’ Greatest Day Ever Festival. Her work extends into media and storytelling, with features in outlets like Business Insider and Eater DC. In addition, she is involved in private aviation and advanced air mobility, supporting initiatives around private jet charters and the future of electric air taxis.
Photo by Kevin Assié.