New Balance 740

740

In the early 2020s, New Balance developed a reputation for reviving archival sporting silhouettes and repurposing them as modern-day lifestyle sneakers. One of the most captivating is the 740 – a sleek mesh runner with a timeless aesthetic that fits perfectly into contemporary fashion trends.

Employing the same 2000s-era style as the original New Balance 740, the 2024 reissue features a classy blend of breathable mesh and durable synthetic leather. Sleek panels streak smoothly along its flanks, and its traditional lacing system reliably secures the foot. Internally, it offers plenty of wiggle room in the toe so that the wearer can move about in maximum comfort.

On the 740’s sole unit, the comfort-giving components continue, with ABZORB midsole cushioning providing great shock absorption and soft underfoot padding. A stabilising midfoot shank enhances support, and the grippy rubber outsole incorporates thick, blocky lugs for dependable traction. These are separated by deep flex grooves that bring about excellent movement while also reducing the shoe’s overall weight.

On top of these performance features, the New Balance 740 has a captivating look forged by its combination of retro sporting aesthetics, elegant neutral tones and classic branding. This includes the bold N logos on the sidewalls and the subtle NB lettering on the tongue and heel, as well as the ABZORB text that showcases the supportive cushioning in the lateral heel.

To boost its release, New Balance entered into several compelling 740 collaborations, first with popular American rapper Aminé, who chose to honour his high school with the vibrant ‘Benson Tech’ colourway, then with creative fashion label Concepts, who followed up the dapper ‘Saignée’ edition with the ‘Brut’ in 2025.

Talented young basketball star Cameron Brink also helped to promote the silhouette through a stylish New Balance campaign which depicts her wearing the 740 in both AM and PM outfits. This plays on the brand’s tagline, “From 7:40am to 7:40pm”, and showcases its credentials as a fashionable lifestyle sneaker that can provide comfort throughout the entire day. With its plush cushioning, nostalgic appeal and versatile aesthetic, the New Balance 740 fits this niche perfectly.