740: The New Balance on the Block
“If there’s a wrong way to wear them, we haven’t thought of it.” That's one of the slogans attached to New Balance's latest inline push: the 740.
Another: “From 7:40am to 7:40pm.”
To state the obvious, versatility is the sneaker's standout quality.
But you might already know that since the silhouette is a revamped reissue, not a new silhouette. Introduced in the 2000s, the meshy, ABZORB-sole sneaker was originally sold to runners as a shoe of “supreme comfort” that benefited from “exceptional pavement-pounding capabilities”.
It returns today as a lifestyle sneaker, following in the footsteps of the 1906 – a running shoe that launched in 2009 which is at its zenith a decade and a half later thanks to a grand re-release in 2022.
To accelerate its popularity, the Boston marque has positioned the shoe – which relaunches in a “marsh green” colourway – as the next focus of the buzzy Aminé x New Balance collaboration which kicked off last year with the 610T “The Mooz”.
The Portland-born rapper has coloured the shoe in blue and orange – the colours of Benson Polytechnic High School. He pays homage to the institution as it's here he fell in love with music, owing to its Radio KBPS program.
We recommend tuning into his Instagram for updates.
The New Balance 740 “marsh green” is available from Wednesday 16 October on the New Balance webstore and from New Balance retailers. The Aminé x New Balance 740v2 is set to drop just a couple of weeks after, on Friday 1 November.
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