The Borderland has a personality all its own. El Paso, Texas carries some of that 'Don't Mess with Texas' attitude, but just a few minutes away sits the Land of Enchantment. New Mexico also has a strong identity and it's often summed up in a simple question—red or green?
In Nike's latest launch, they chose green. One of the largest brands in the world is honoring New Mexico's Hatch Chile. Those chiles are woven into almost everyday life, from restaurant menus to New Year's celebrations.
The Nike SB Dunk Low Pro shoes in the "Hatch Chili" colorway officially launched on Friday, July 31 to Albuquerque skate shop Kings Well, which is no coincidence that it lines up with New Mexico's harvest season. Nike has not responded to a request for comment
as to whether the shoes will be available at Nike.com.
As of Saturday, Aug. 1, the shoes were available online at Kicks Crew and StockX.
"Its flavor is unlike any other pepper: smoky, bright and hot in a way that builds rather than burns. People raised in the Southwest put it on everything from eggs and burgers to pizza and even ice cream," said Chase Robinson, Chief Administrative Officer for Insignia International, parent company of 505 Southwestern. "For many people outside the Southwest, a Nike Dunk may be their first introduction to Hatch chile. However the first encounter happens, once they taste it, they will appreciate why an entire state organizes summertime around this delicacy from southern New Mexico.”
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Nike releases New Mexico-inspired Hatch Chili Dunks, here's where to buy them
Nike SB Dunk Low Pro Hatch Chili
After a local launch, the New Mexico-inspired Hatch Chili Nikes are available online now!
Find these sneakers at Kicks Crew
Shop now at StockX
How much are the Nike "Hatch Chili" Dunks?
The Nike Hatch Chili Dunks retail for $130 in-person. But, as they aren't available on Nike.com, prices often rise through resale sites like StockX.
Nike did announce that several skate shops would also get physical releases. Kings Well Skate Shop in Albuquerque confirmed the release at their store in an Instagram post.
Why are the shoes called "Hatch Chili" instead of "Hatch Chile"?
If you noticed the spelling, you're probably from New Mexico. While the pepper grown in Hatch is traditionally spelled chile throughout the Southwest, Nike officially lists the sneaker as the "Hatch Chili" colorway. The company hasn't publicly explained the spelling choice, though the inspiration is unmistakably New Mexico's famous Hatch chile.
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Why did Nike choose Hatch chile?
Nike hasn't publicly explained the inspiration behind the design, but the sneaker's green colorway, name and July 31 release all coincide with New Mexico's annual Hatch chile harvest.
Robinson said Hatch chile has long deserved a national audience because of its unique flavor and deep ties to New Mexico.
"As the world's largest flame roaster of Hatch Valley chile, our mission at 505 Southwestern is to bring the authentic flavor of the valley to tables across the country," Robinson said. "We hope someone in Missouri sees these shoes, wonders what 505 tastes like and then discovers it at their favorite local grocery store. This is a major era for Hatch Valley chile, and we are excited to introduce it to a new generation of consumers."
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This article originally appeared on USA TODAY: Red or green? Nike's new sneaker picks a side in New Mexico's favorite debate
