Joined together by a shared Boston heritage, Concepts and New Balance design teams drew inspiration from Cape Cod, Massachusetts, an area known for its scenic cranberry bogs. This New Balance W990 plays on the beloved cocktail named after the region, the “Cape Codder,” or more widely known as a Vodka Cranberry.

new balance 996 marathon running shoessneakers mrl996ep mrl Concepts x New Balance W990 sneaker features a Cranberry colored suede and nylon upper, along with a gradient back-print TPU N logo. Custom co-branding is found on the tongue and insole. The brands opted for a Green molded EVA midsole to signify the lime in the drink and a translucent ice Blue rubber outsole, a first-time treatment for the 327 silhouette. This brand new, full heel-to-toe transparent sole drives Concepts’ contemporary perspective to the otherwise nostalgic silhouette, speaking to the brand’s storytelling at the past and future of sneaker culture.

On the collaboration, Deon Point, Creative Director of Concepts said, “The partnership with New Balance is constantly evolving. We’ve enjoyed bringing energy to new silhouettes, with the 327 grabbing our attention upon first reveal.”

Concepts New Balance W990 Cape Release Date

New Balance 996 Marathon Running Shoes Sneakers MRL996PG Concepts x New Balance W990 “Cape” to release exclusively at Concepts retail stores and Cncpts.com on August 7th followed by a wider release on August 13th. The retail price tag is set at $140 USD.