New Balance 740
Originally Engineered for Performance, Now Adopted by the Masses
To coincide with HHV releasing the latest colourway of the New Balance 740, it’s time again to pay our respects to another cultural footwear icon. For those of you who either have an affinity for older footwear styles or were old enough to remember the roll-out of the 740, this New Balance stalwart has a decorated past rooted in running.
First introduced in the 2000s as a remedy for the relentless pounding our bodies go through as road runners faced with nothing but sprawling concrete, tarmac, and pavements, the 740 was, believe it or not, initially geared towards performance. Now, though, we see New Balance, alongside ASICS, recontextualising ‘archival’ silhouettes into the modern age and for a more lifestyle-leaning clientele who are less interested in all-out functionality but still need the comfort of running heirlooms, like the 740, and appreciate their nostalgic aesthetic.
In an age of carbon-plated footwear, increasingly lightweight racing shoes and engineered textile uppers, the 740 is a reminder of times gone by. It is a physical reminder of how far performance footwear has come. Regardless of its positioning now, at its release, the 740 would have been considered the pinnacle of comfortable footwear for those logging big miles. Then, once it had served its purpose and been worn down, those runners would buy the shoe all over again – rinse and repeat. For recreational runners and hobbyists, the 740 would have accompanied them through training, in the cold, dark mornings and after-work sessions, to race day. The running shoe has replaced the dog as man’s best friend.
New Balance succinctly summarises the 740’s ethos with the campaign’s tagline ‘From 7:40 AM to 7:40 PM’, capturing the versatility of this trainer, once rooted in sporting excellence, now prepared for the modern consumer and their needs. This starkly contrasts the original messaging, which was keen to point out the shoe’s ‘supreme comfort’ and its ‘exceptional pavement-pounding capabilities’, highlighting how the footwear landscape and its marketing have changed significantly in the decades since.
Besides some age-appropriate changes, its styling and technical attributes remain largely unchanged. The 740 combines familiar elements of 2000s running nostalgia – an open-knit mesh upper, segmented midsole, and a streamlined silhouette – with nuanced touches like two-tone colour mesh and angular overlays that give the 740 its clear visual identity. The segmented midsole is packed with New Balance’s ABZORB foam, which absorbs impact through a combination of cushioning and compression resistance. The leading colourway – White/Marsh Green/Salt -, reflective accents and the moulded TPU ‘N’ logo on the sidewall further cement the 740 in its retro-futuristic world.
Occupying an exciting period in footwear where forward-thinking designs have been adopted as everyday solutions, the New Balance 740 has genuinely stood the test of time. As the footwear industry continues to innovate and adapt at an unprecedented rate, it is a win-win situation for everyone. Gradually, those technologies reserved for runners trickle down into everyday trainers, highlighted by the 740. Initially designed for runners, it has now been adopted by the masses who require comfortable footwear to run errands, go the gym, or grab coffee with friends.
Additionally, to showcase the 740’s newfound appreciation and versatility, HHV took to the streets of Berlin, the city it calls home, and captured the models casually out and about, flicking between shopping for vinyl, having a gander and travelling on foot.
The New Balance 740 in White/Marsh Green/Salt is now available from HHV’s online store.
Text: Ali George Hinkins
