Digging through the archives has become New Balance’s specialty, bringing back forgotten silhouettes from the past that make noise in the modern era of sneakers. In 2024 alone, they’ve brought back models like the 1000, 475, and 740, the latter being a mesh runner from the early 2010s. Recently, New Balance ambassador and hip-hop star Aminé put his spin on the 740 model, with a long-time partner of the brand now revealing their version of the silhouette — Concepts.
Earlier in the year, Concepts worked with the fellow Boston-based brand on the 1906U Hours and Days project, seemingly continuing this color palette onto the 740 silhouette. Starting at the toe, we see a gradient effect on the mesh base, transitioning from a darker green olive to a light olive as you move back to the heel. Above this sits beige leather overlays wrapping around the toebox, eyestays, and midfoot portions.
Running from the toe profile is a heel overlay in a darker green leather lined with orange leather and stitching. On this panel sits 740 branding, while the midfoot contains an orange TPU N logo. More hits of orange are located along the mesh tongue, contrasted by tan lace and a tan leather overlay hosting New Balance branding.
The tan sockliner and dark green heel counter finish the upper, featuring another NB logo. For the insole, Concepts swaps out the usual foam cushion for a New Balance-branded cork insole, leaving the entire sneaker devoid of Concepts branding. Underfoot, the 740 receives a new tooling setup compared to the original releases, as the midsole and outsole from the 530 are utilized here in a cream finish.
The Concepts x New Balance 740 has no confirmed release date, but with this world premiere, we likely see the pair hit shelves before the end of December 2024. Available in men’s sizing, the retail price has yet to be announced. Download the Sole Retriever mobile app to stay updated on the latest releases, raffles, news, and more in the sneaker and streetwear world.
Concepts x New Balance 740
Images via arab_lincoln
Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
