Following the success of its 2000s-era 2002R and 1906R models, New Balance is betting on the recently revived 740 silhouette to help carry the trend into 2025. After getting an energy boost from an Aminé collaboration in November, the model has released in several general release styles, with plenty more on the way at both the in-line and limited-edition levels. Joining the latter is a new collab courtesy of Boston-based retailer Concepts which is set to arrive before the end of the year.
Previewed on social media in a first look from sneaker photographer Tyler Mansour, the Concepts x New Balance 740 treats the recently reissued sneaker to a mixed-color design highlighted by a green gradient fade across its mesh base. Orange is the main accent color while a soft, nearly pink synthetic material wraps the front of the upper. While there does not appear to be any overt Concepts branding, the collab does feature other unique details including a cork insole.
Brian Lynn, global vice president of lifestyle at New Balance, said in an October press release that maintaining the original feel of the 740 was important for the model’s revival.
“The 740 is not just a reinterpretation; it’s a rediscovery of what made the original so special. We’ve preserved the essence of the 740, ensuring that the reissued model delivers the same level of comfort that runners loved, now in a design that fits seamlessly into modern wardrobes,” Lynn said.
Originally released as a performance running sneaker in 2009, the New Balance 740 has been updated with minor tweaks and repurposed as a modern-day lifestyle shoe. Its upper is mostly unchanged, but the midsole replaces the N-ergy cushioning found on the original with a full-length Abzorb setup.
The Concepts x New Balance 740 is expected to be released this week, although an exact launch date and price point have not been confirmed. This story will be updated once more details are announced.
