# Co-Branded Candy Sneakers The J.Crew x New Balance 997 Kicks are inspired by a Classic Candy By Malika Renee Butss | Published 2016-03-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/jcrew-x-new-balance References: [solecollector](http://solecollector.com/news/2016/03/jcrew-new-balance-997-butterscotch) & [hello.jcrew](https://hello.jcrew.com/2016-04-april/jcrew-on-film-introducing-the-butterscotch) The upcoming [J.Crew](https://www.trendhunter.com/trends/timex-mk1) x New Balance collaboration pays tribute to a retro treat. Coated in a mix of neutral hues, this co-branded product is inspired by butterscotch candy. This wouldn't be the first time American lifestyle brand J.Crew has teamed up with [Nike](https://www.trendhunter.com/trends/koolaid-and-nike) to produce a cool and collaborative New Balance sneaker. While previous collaborations have resulted in sneakers that honor the [United States](https://www.trendhunter.com/trends/united-arrows-1) as well as NYC, its latest co-branded product takes inspiration from a classic candy. Working with the New Balance 997 silhouette, J.Crew and Nike have set the tone for the spring season with leather, nubuck and suede rendered in a mix of tan and brown shades. The latest J.Crew x New Balance sneaker is set to release on March 12th, 2016. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 69% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### What's Driving This Trend - **Co-branding Fashion:** Opportunity to create co-branded products that mix fashion with other industries (such as candy) for a unique and memorable consumer experience. - **Nostalgia-inspired Designs:** Opportunity to tap into customers' nostalgia by creating products and designs inspired by retro treats and other nostalgic items. - **Collaborative Sneaker Designs:** Opportunity to create unique sneaker designs through collaborations between fashion brands and sneaker companies. ### Who This Affects Most - **Fashion:** Fashion brands can partner with companies in other industries to create unique and memorable co-branded products. - **Food & Candy:** Candy and food companies can partner with fashion brands to create nostalgic-inspired designs for clothing and accessories. - **Sports & Sneakers:** Sneaker companies can collaborate with fashion brands to create unique and limited edition sneaker designs that appeal to both sneaker enthusiasts and fashion-forward consumers. ## Related on Trend Hunter - [Dessert-Inspired Collaborative Shoes](https://www.trendhunter.com/trends/sweetness-of-kin.md) - [Collaborative Treat-Inspired Footwear](https://www.trendhunter.com/trends/ground-up-and-hersey.md) - [Mushroom-Inspired Collaborative Sneakers](https://www.trendhunter.com/trends/993-sneaker-model.md) - [Collaborative Neutral Lifestyle Sneakers](https://www.trendhunter.com/trends/new-balance-993.md) - [Easter-Honoring Lifestyle Sneakers](https://www.trendhunter.com/trends/9975-easter.md) - [Collaborative Mixed-Material Sneakers](https://www.trendhunter.com/trends/joe-freshgoods-11.md) - [Pastel Blue Monochromatic Sneakers](https://www.trendhunter.com/trends/joe-freshgoods-and-new-balance.md) - [Lifestyle Technical Joint Sneakers](https://www.trendhunter.com/trends/hours-and-days.md) - [Revived Collaborative Running Shoes](https://www.trendhunter.com/trends/1000-sneaker.md)