Concepts x New Balance 327 “Red Devil” Inspired by Neighbouring Ocean Spray

Boston retailers Concepts have an abundance of inspiration in their surroundings. In fact, their most famous sneaker collaboration, the Nike SB Dunk “Lobster” series is influenced by the roaring local crayfish trade. Their latest connection with New Balance looks no further than Middleborough, MA, with world-renowned brand Ocean Spray and its Cranberry mixer serving as a refreshing inspiration for this collaborative 327 release.

Sparked by a love for the ‘Cape Codder’ (or as non-locals call it, a ‘Cranberry Vodka’), the classic New England summer cocktail made up of vodka, cranberry juice, lime and ice, the sneaker collaboration features a cranberry-colored suede and nylon upper, with a gradient back-print TPU N logo. Custom co-branding is found on the tongue and insole with a green molded EVA midsole signifying the lime in the drink. The notable translucent ice blue rubber outsole — a first-time treatment for the 327 silhouette.

Pairs will be available exclusively at Concepts, online and in all stores, on August 7th at 10 am EST in men’s sizes 4.5-12, 13, and 14. $140. The collaboration will see a wider release on August 13, 2020.

Concepts x New Balance 327 “Red Devil”

Concepts Release Date: August 7th, 2020
Wider Release Date: August 13th, 2020
Price: $140