As Babe Ruth Riffs Go, Concepts' New Balance 57/40 Is a Home Run
Brand: Concepts x New Balance, New Era
Release Date: August 27
Price: $150
Buy: Concepts' website and stores
Editor's Notes: There was a time when Babe Ruth was an up-and-coming slugger with something to prove. As his career was on the upswing, the Yankees decided to cash in on their young firebrand with an early (and mostly false) biopic. Ever the innovator, Concepts has channeled this obscure moment in baseball history for its latest New Balance collaboration, complete with thematic wearables.
Despite its scale — it operates four large boutiques in primo real estate, plus a big selection of goods — Concepts' sneaker collaborations are incredibly detailed, rich with thoughtful flair. This is no secret, but it never really ceases to amaze.
This drop, for instance, riffs on the heavily fictionalized Babe Ruth vehicle Headin' Home, a silent film that attempted to wholly rewrite The Bambino's formative years in order to mythologize his upbringing. Concepts uses this super-specific launchpad to blast off with a sepia-toned sneaker and matching apparel, drawing from the Headin' Home movie posters' warm, faded hues.
It's also a play on the ongoing Red Sox/Yankees rivalry, as Concepts and New Balance were both founded in Massachusetts. Plus, the Sox only shrugged off The Curse of the Bambino a little over 20 years ago, which it accrued when it traded Ruth off to the Yankees in 1918.
Oh, and in case that's not enough hidden meaning, Concepts also references broadway musicals.
Phew. But what of the actual collaboration? Well, there's a thematic 57/40 wrapped in orange-y, sandy tones and Concepts apparel to match, loaded with thematic logos and branding. A few New Era caps reiterate the MLB motif, complemented by hat-shaped candles.
But, really, as good as the kicks are, this collab — like so many Concepts drops — is all about storytelling. And what a yarn it is.
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