Premier x New Balance Collaboration Available Saturday

Grand Rapids, Mich.-based retailer Premier and Boston-based brand New Balance have teamed up for a collaboration inspired by the birth of the automobile. The collection is set to hit stores Saturday.

This is the first collaboration between the retailer and the brand.

Premier used New Balance’s classic 998 silhouette for the collaboration, named the 998 PRMR. The suede upper is predominantly black with tan in the front and is designed to look like the gold front panel and black chassis of a classic car. The tongue is all-black premium leather, with white stitching for the New Balance branding. The shoe’s outsole is mostly black with white and tan towards the front of the shoe, with an all-white bottom.

Premier added its own creative details to personalize the shoe, including the retailer’s branded license plate hangtag, reading “2001 PRMR,” with a New Balance-branded key and a Premier-branded insole that’s designed to look like a tufted car seat.

The shoe has a retail price of $220 and will be available for purchase at 9 a.m. at Premier stores, with a limited online release to follow, starting at noon. For the shoe’s limited online release, the retailer will post a link to purchase the shoes on the company’s Twitter account.

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