Since its reemergence in October, New Balance’s retro 740 sneaker has received popular collaborations with artist Aminé and Boston retailer Concepts and now, a new special make up is headed to the model courtesy of Japanese retailer Atmos.
Specifically, it’s the Japanese footwear powerhouse’s women’s brand, Atmos Pink, which is lending its signature flair to the retooled 2000s-era sneaker. The Atmos Pink x New Balance 740 “Pink Vacation” takes inspiration from pink sandy beaches.
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“The crushed red coral and shells blend with the white sand to create an eye-catching bright pink color, like something out of a dream,” reads a translation from Atmos Pink’s product description.
To achieve the breezy getaway look, the mesh and synthetic-based sneaker is doused in varying shades of pink and silver. Custom detailing includes a beach sunset graphic on the collaboration’s insole and additional pink ribbon laces.
The original New Balance 740 was released in the late 2000s and featured the brand’s shock absorbing N-ergy cushioning. The 2024 reissue is mostly unchanged on the upper, but features Abzorb cushioning in place of the N-ergy setup.
“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,” Bryan Lynn, New Balance global vice president of lifestyle, said in an October press release.
Tracking down the Atmos Pink x New Balance 740 “Pink Vacation” may prove difficult for fans in the States. Despite its affordable retail price, the collaboration is set to release exclusively from Atmos on March 28, likely in women’s-exclusive sizing. Pricing is set at 16,500 yen, which converts to roughly $111 as of publishing. A U.S. release is unlikely, but this story will be updated with any new developments. The collaboration has a SKU of U740AP2.
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