New Balance 740

New Balance 740: Basketball Heritage Resurrected in an Iconic Silhouette

An Underappreciated Silhouette in the World of Basketball Sneakers

The New Balance 740 represents one of the hidden treasures in the Boston brand's rich basketball sneaker heritage, perfectly embodying the fusion of athletic performance and American craftsmanship that defined the golden age of basketball in the 80s. Initially designed as a high-performance shoe for professional players, this distinctive silhouette had a relatively discreet existence before disappearing from the catalog, only to be reborn in the modern era through meticulous reissues and contemporary reinterpretations. With its characteristic mid-top profile, innovative support systems, and premium materials, the NB 740 captures the very essence of the New Balance approach: prioritizing quality and functionality over fleeting trends. Recently rediscovered by collectors and sneaker history enthusiasts, it is gradually asserting itself as an essential piece for those who appreciate vintage authenticity combined with exceptional comfort, representing a fascinating but often overlooked chapter in the evolution of basketball footwear.

Origins and Design: New Balance's Basketball Ambition

The story of the New Balance 740 begins in the early 1980s, a period during which New Balance, primarily known for its running shoes, sought to extend its technical expertise to the promising basketball market. At that time, the Boston brand had already established its reputation for excellence in comfort and manufacturing quality but remained an outsider in the basketball universe dominated by giants like Converse and newcomers like Nike.

The 740 was developed in New Balance's research laboratories in Lawrence, Massachusetts, under the direction of the engineering team led by Jim Davis, owner of the brand since 1972. Unlike the aggressive marketing approach of some competitors, New Balance chose to focus on technical and functional aspects, working closely with podiatrists and athletes to create a shoe offering optimal support and superior stability.

The original design of the 740, introduced around 1984-1985, featured a robust mid-cut silhouette with strategic full-grain leather reinforcements, a wraparound lacing system, and a multi-layer polyurethane midsole. This meticulous construction reflected New Balance's fundamental philosophy: offering different widths for each size (a rarity in the basketball segment at the time) and prioritizing durability over ephemeral trends.

Although the 740 never benefited from the media visibility of some competitors, it found its audience among serious players who prioritized comfort and longevity. This discreet but substantial approach in its technical design laid the foundations for a model that, decades later, would be rediscovered and appreciated for its authenticity and functional integrity.

Features and Materials: Old-School Technical Excellence

The New Balance 740 is distinguished by several technical features and high-quality materials that define its unique identity:

• Premium Leather Construction: The upper primarily uses high-quality full-grain leather, selected for its exceptional durability and ability to mold to the foot over time, offering personalized comfort that improves with every wear.
• Multi-Zone Support System: The shoe's distinctive structure integrates strategically placed reinforcements around the ankle and midfoot, creating a three-dimensional support system that stabilizes the foot during the rapid lateral movements characteristic of basketball.
• Multi-Layer Polyurethane Midsole: Unlike lighter but less durable EVA foams used by the competition, the 740 employs a variable-density polyurethane midsole that offers superior cushioning while retaining its mechanical properties for much longer.
• Reinforced External Heel Counter: The model's characteristic robust counter completely wraps the heel, reducing the risk of sprains and ensuring optimal foot alignment, while also becoming a distinctive visual element of the silhouette.
• Solid Rubber Outsole: The sole uses a high-density rubber compound with a multi-directional traction pattern specifically designed for indoor surfaces, offering superior grip and durability.
• Anatomical Padded Tongue: The generously padded tongue is designed to perfectly conform to the instep, evenly distributing lace pressure and improving overall comfort.
• ENCAP Technology: Later versions integrated this New Balance innovation which encapsulates a soft EVA foam within a durable polyurethane shell, combining lightness and compression resistance for long-lasting cushioning.

These technical features, combined with New Balance's meticulous manufacturing philosophy, created a shoe that prioritized functional performance and longevity over flashy aesthetics, reflecting a timeless approach that explains the model's enduring appeal among connoisseurs.

Heritage and Rediscovery: A Forgotten Chapter Reborn

The history of the New Balance 740 is marked by a peculiar trajectory, transitioning from a relatively confidential model to a piece rediscovered and celebrated by sneaker history enthusiasts:

• During its initial marketing period in the 80s, the 740 remained relatively discreet in a market dominated by the aggressive marketing campaigns of major brands and their partnerships with NBA stars, with New Balance favoring a more measured approach focused on the product's intrinsic qualities.
• The rise of New Balance's running models in the 90s and 2000s, particularly the 990, 574, and 1500 series, gradually overshadowed the brand's basketball heritage, relegating silhouettes like the 740 to the status of historical curiosities known primarily to the most discerning collectors.
• The resurgence of interest in vintage aesthetics and traditional craftsmanship in the sneaker industry in the early 2010s created a favorable context for the rediscovery of forgotten models, embodying an authenticity and design integrity that many found absent from contemporary productions.
• Sneaker archivists and historians like Gary Warnett and the "New Balance Gallery" website played a crucial role in documenting and highlighting New Balance's little-known basketball heritage, drawing attention to silhouettes like the 740 and their contribution to the evolution of performance footwear.
• The rise of vintage basketball in contemporary fashion, driven by brands like Aimé Leon Dore, Patta, and Bodega, has created new interest in lesser-known classic models, positioning the 740 as a refreshing alternative to overexposed silhouettes.
• New Balance's recent strategy of reissuing faithfully recreated archive models has allowed a new generation to discover the timeless charm and exceptional comfort of the 740, while offering seasoned collectors the opportunity to acquire a piece of history in new condition.

This renaissance testifies to the timeless quality of the original design and the growing appeal for sneakers that tell an authentic story rather than simply following fleeting trends of the moment.

Variations and Reissues: Between Historical Fidelity and Contemporary Reinterpretation

Although less prolific in terms of variations than some iconic New Balance silhouettes, the 740 has seen several notable iterations and reissues that have contributed to its cult status:

• New Balance 740 OG (1984-1985): The original model was distinguished by its robust white leather construction with contrasting details, often in navy or burgundy, and its massive midsole offering superior cushioning for the time. This first generation is now extremely rare and highly sought after by the most dedicated collectors.
• New Balance 740 "Made in USA" Reissue (2014): This limited reissue faithful to the original marked the model's rediscovery, produced in New Balance's American factories with the same standards of excellence as the original, including premium leathers and meticulous attention to historical details.
• New Balance 740N "2000s Update": This lesser-known variation from the early 2000s subtly modernized the silhouette with technical materials like synthetic mesh and lighter foams, while preserving the fundamental lines of the original design.
• New Balance 740 "Heritage Pack" (2018): This collection reintroduced the silhouette with a color palette inspired by historical college basketball teams, paying homage to the model's roots on collegiate courts in the 80s.
• Contemporary Collaborations: Although more limited than for other New Balance models, a few selective collaborations with specialized boutiques have reinterpreted the 740 for a modern audience, introducing new colorways and premium materials while respecting the integrity of the original design.
• New Balance 740v1 "Modern Classic" (2022): This recent reinterpretation integrates contemporary technologies like the Fresh Foam sole while preserving the model's characteristic aesthetic, creating a bridge between vintage heritage and modern comfort.

These different expressions of the 740 attest to its versatility and continued relevance, allowing New Balance to honor its basketball heritage while exploring new creative directions that resonate with contemporary sensibilities.

In the Lineage of New Balance Classics

The New Balance 740 naturally fits into the rich heritage of the Boston brand, alongside other iconic silhouettes like the New Balance 990 and New Balance 574. However, while these running models have enjoyed wider recognition, the 740 represents a lesser-known but equally important facet of New Balance's heritage: its foray into basketball. It shares this history with other models like the New Balance 550, which are currently experiencing a remarkable renaissance after decades of relative obscurity. Fans of the 740 often also appreciate vintage basketball models from other brands like the Converse Weapon or certain first-generation Nike Dunk, all sharing the authenticity and robust construction characteristic of basketball's golden age. For those looking to explore New Balance's sports heritage more broadly, the New Balance Made in USA collection offers the same level of artisanal excellence that distinguishes the 740.

Discover the Authentic New Balance 740 at MThorShop

Don't miss the exceptional opportunity to acquire a pair of the legendary New Balance 740, a true gem from the Boston brand's basketball heritage. At MThorShop, we are proud to offer a strictly authenticated selection of these iconic sneakers, both in their faithful reissues and their contemporary reinterpretations.