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.