The Concepts x New Balance 740 Brut trainer celebrates the dry sparkling wine of France with a champagne inspired colourway of the revival noughties runner.
When it comes to sparkling wine it’s all about the specific region of the grapes. For Prosecco it’s the hills between Conegliano and Valdobbiadene in the Italian province of Treviso. For Cava it’s predominantly Catalonia in Spain in the Penedès region. When it comes to Champagne, which is still the “daddy” when it comes to sparkling wine, it’s all about the Champagne province in North East France. Brut Champagne, which is classed as the least sweet Champagne, is made from less than 12 grams of added sugar per liter making it one of the driest champagnes on the market. For January 2025 the Boston born sneaker store, Concepts, crack open the bubbly with the New Balance 740 Brut trainer, a champagne inspired colourway of the recently re-released noughties runner.
A key point to mention about noughties New Balance silhouettes like the 740 is that were strictly designed for runners. They were never marketed as lifestyle trainers but with this new found running trend of tattoos, tote bags & various types of coffee, running has become cool, a bit like it was in the 1980s, allowing a new crossover trend of strictly running silhouettes to flourish. Running crews grabbing pastries & coffee from Hackney Wick to Holborn in the latest running sneaker trends has become like a catwalk of technical running garb for Instagram feeds & stories. With the current running trend, which doesn’t look like it’s slowing down anytime soon, it made perfect sense for New Balance to re-release the 740 with all its Y2K runner charm back in October 2024.
Dropping as part of the latest collaboration with Concepts the New Balance 740 trainer features wide-gauge knit mesh uppers in champagne inspired colourways with metallic overlays for a streamlined design. Other highlights include NB’s ABZORB sole cushioning for compression resistance wherever the run may take you. A speed lacing system, reflective accents & TPU ‘N’ branding to the sidewalls completes the early noughties revival runner. The Concepts x New Balance 740 ‘Brut’ trainer launches on Friday 10th January 2025 and is available to cop now from stockx.com. Also don’t forget to subscribe to Sneaker Jobs & follow @sneaker_jobs to keep up to date with all the latest industry news.
Continuing the storyline from our ‘Saignee’ 740, we chose to look into another champagne making process that’s more familiar to the average wine drinker but just as complex. We were also inspired by the story of Madame Pommery, another female winemaker that set her own path in a male-dominated industry.
Deon Point, Creative Director for CNCPTS
