JJJJound's "Beige" New Balance 740 Collab Releases August 6

Justin R. Saunders and his Montreal-based brand, JJJJound, continue to help New Balance push some of its newer, non-Made in USA sneaker designs. Fresh from launching two versatile pairs of the 1890, the team up north is ready to do it again with the New Balance 740.

If you've stepped out across any major city in the U.S., Europe, or Asia over the last 18 months, you've likely spotted more than one person rocking the 740. Technical, but reserved, the silhouette debuted in the early-2010s as a budget-friendly running shoe. Its reintroduction in October 2024, however, firmly positioned it as an affordable sneaker to grab a piece of the retro shoe trend particular enjoyed by women and girls.

Some of the NB 740's most-popular colorways include white or off white bases that allow branding elements and other accents to pop in pink, blue, orange, or purple. JJJJound's collaboration doesn't follow this formula, but still delivers an easy-to-wear, highly-versatile offering.

Saunders and team are revisiting a "Mushroom"-reminiscent color scheme for their inaugural New Balance 740. The muted "Beige" tone has appeared on previous New Balances by JJJJound—most notably a 990v4 and 993. Some folks have written off the color choice as "boring," but therein lies the magic to much of JJJJound's output: a simple, no-fuss aesthetic is tasteful and timeless.

Shades of brown on the NB 740, then, deviate from the collection of brightly-colored pairs currently available on NewBalance.com and FootLocker.com, but the choice in color is certainly a deliberate effort to earn a spot in the wardrobes of more reserved consumers (mainly men).

Standard editions of the retro runner start off at $115. For just over one Benjamin Franklin, New Balance delivers pleasant ABZORB cushioning on the 740. The model, however, is a lot tamer, aesthetically, than other ABZORB sneakers, which tend to double down on the "futuristic" tip.

JJJJound's "Beige" 740 keeps things simple: hits of brown cover the mesh-and-fuse upper, though branding and accents indulge in black and red contrast. The midsoles see a cream-colored, "aged" look that also lands on the tongue and laces. Saunders stamps his institution's name on the lateral heel and insole.

The JJJJound x New Balance 740 will release on Thursday, July 30, and is exclusive to the Montreal-based shop.

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