The 740 has been the quiet member of the family for years. White mesh, gray overlays, the kind of shoe you reached for on a morning when you couldn’t be bothered to think. Not this one. The “Concord Grape” coats the entire upper in metallic purple, turning a background shoe into one that demands the spotlight.
What’s happening
The base is white mesh, loosely woven and open, with that subtle texture you only notice up close. Layered over it are metallic purple overlays that shift toward a deep navy blue—almost black—around the toe and heel. Thin silver lines run across the panels, exactly the kind of detail the early 2000s never held back on.
The N on the side is large, deep purple, and outlined in silver, making it pop against the white mesh instead of disappearing into it. The 740 appears in silver on the heel. ABZORB sits in the heel, with the name simply printed on it, because this is a silhouette from an era when technology was meant to be worn proudly on the outside. Down below, there’s a white midsole, black sections on the outsole, and a dark bumper at the toe.
This isn’t a colorway that adds one accent and otherwise keeps quiet. The purple takes over the entire upper, while the shift into dark blue makes the shoe change tone with every step. If you were looking for a 740 to wear with everything, you’re looking in the wrong place. If you wanted one that starts the conversation, you’ve found it.
The Hype
On our meter, this one scores a Hypescore of 72, in the ATOMIC range. That’s the top tier, and it’s not a given for a 740. Most versions of this model build up a decent charge and stay there. This one sits in the zone where the needle keeps climbing, and it’s not because of a collab or a limited drop. It’s because retro running is firmly back on the radar, and metallic purple simply hits harder than silver gray.
To be clear: it’s widely available in stores, having launched in early 2025. This isn’t a release you need to set an alarm for. That makes it better rather than worse, because all you have to do is find the right price.
What it costs
The retail price is €110. Of the eight shops currently carrying it, the cheapest is asking €102 and the most expensive €220. So the low end is below retail, while the high end charges double for the exact same shoe with the exact same code. A difference of more than a hundred euros isn’t a resale markup—it’s simply eight shops not paying attention to one another.
That’s where the opportunity lies. Put the shops side by side, check whether your size is still fully available at the two cheapest options, and compare it with the rest of the New Balance selection before checking out. Picking up a pair with this much hype for below retail is the best move you can make. Rule the Hype.