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Concepts

Brand: Concepts x New Balance

Model: 997S Fusion “Esruc”

Key Features: The sneaker combines the original 997 upper with a retooled midsole featuring New Balance’s ENCAP Reveal technology. Premium pink pigskin suede is offset by silver reflective detailing. Other features include Concepts-branded insoles, a special Concepts box, and extra lace sets.

Release Date: July 5

Price: $200

Buy: Concepts’ Boston and New York locations (10 a.m. EDT) and online (11 a.m. EDT)

Editor’s Notes: After dropping a collaborative New Balance 997S Fusion exclusively through Patta London on June 28, Concepts is set to release the project through its own channels this Friday, July 5.

The sneaker is a revamped version of the classic Made in USA 997, the 997S Fusion. The collaboration, dubbed “Esruc,” hits close to home for the Massachusetts retailer, referencing the Boston Red Sox’s infamous 86-year title drought, and more specifically, the Curse of the Bambino, when Babe Ruth was sent to the rival New York Yankees in 1920.

Digging deeper, the Concepts x New Balance 997S Fusion “Esruc” colorway reflects posters for the Broadway musical No, No, Nanette. It’s said that Red Sox owner Harry Frazee sold Babe Ruth to the Yankees to fund the production.

The Concepts x New Balance 997S Fusion “Esruc” drops again at Concepts’ New York and Boston stores at 10 a.m. EDT this Friday and an hour later online.

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