atmos pink's New Balance 740 Is for the Ladies

Over the last 25 years, Japan's atmos has helped proliferate sneaker and streetwear culture through compelling retail spaces and thoughtful product collaboration. With spring fast-approaching, the Tokyo-based institution has begun teasing some of its latest linkups with longtime partners. Its women-focused atmos pink imprint has a New Balance 740 project on the way.

Shared via social media by atmos' Public Relations Specialist Yoppi, the sneaker features different shades of pink alongside silver accents. The result is a fashionable take on the retro running silhouette exclusively for women. Akin to the atmos x New Balance 1000 'Bandana' previewed by Yoppi's colleague, the pink-covered NB 740 doesn't include any co-branding. Special updates to the insole and packaging, however, reveal atmos' collaborative touch.

Enjoy a closer look at the exclusive-NB 740 ahead. A global NewBalance.com release is unlikely to occur, but it may happen after a limited launch via atmos' outposts.

For more sneaker news, check out the adidas Samba Jane, a Mary Jane-inspired update to the iconic football trainer.