New Balance has mastered the art of the revival, relaunching models that fell to the wayside and were lost to time. Of the multiple comebacks in 2024, the 740 is one of the latest, with the 2010s mesh running silhouette subject to collaborative efforts with Concepts and Amine and multiple inline releases. For its latest makeover, the techy runner is getting a neutral color scheme accented by pops of Firefly.
Like other renditions of the 740, New Balance applies a wide-spaced mesh base with minimal leather overlays spotted across. The base has a two-tone white and grey finish complemented by black and cream white leather overlays around the mudguard, vamp, eyestays, and midfoot portions. Here, on the midfoot, we see pops of green that NB dubs “firefly” placed on the N logo and portions of the leather paneling.
Continuing to the tongue, we see more hits of firefly along the NB and 740 logos, contrasted by a deep, dark navy set of laces. Another pop of the volt green hue is on the leather panel extending down from the heel to the edge of the sole unit and upper. Finishing the design is the black rubber midsole with volt green located on the Abzorb branding near the heel, paired with a tonal rubber outsole.
The New Balance 740 Phantom Firefly will release on December 15, 2024, through New Balance and select retailers online and in-store. Available in unisex sizing, the retail price is set at $110. Download the Sole Retriever mobile app to stay updated on the latest releases, raffles, news, and more in the sneaker and streetwear world.
Images via New Balance
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy attending concerts and catching the latest movies. Email: nick@soleretriever.com
