CNCPTS is gearing up to release its first New Balance 997 collaboration in years. The Boston retailer, which had a memorable run of monotone 997s in the mid-2010s, is preparing to launch a new style dubbed the “Montage” in the near future. After early leaked photos briefly made rounds before being scrubbed from the internet, the shop has now come out with an official commercial.
The spot stars social media personalities @jayguapo65 and @jayyburt1 in a back-and-forth over borrowed clothes, capped by the line, “the only thing fire is the shoes.” Sharp-eyed viewers will notice a cameo from the beloved New Balance 997 “Rosé” from 2014. CNCPTS has a strong body of work on the New Balance 997, led by standouts like the “Rosé,” “Luxury Goods,” and the “New York” aka “Mint” from the 2016 rivalry pack (which also included a Boston-themed 998).
The teaser doesn’t reveal the full picture, but we can already spot a perforated grey suede toe box, black tongue and heel, semi-translucent N logos, and yellow and pink accents near the forefoot and rear. More detailed images should surface soon, giving us a clearer look at what CNCPTS has cooked up for its long-awaited 997 return.
