While US fans of atmos still miss the Japanese retailer's presence, the brand has not slowed down its collaborations overseas. The last 6-plus months have seen atmos Tokyo take on multiple projects from brands like adidas, Puma, Asics, and New Balance, the latter already working with the retailer on the New Balance 1000 in the early parts of this new year. Joining the archival model is a women’s-exclusive New Balnace 740 courtesy of atmos Pink.
The women’s-focused sub-label of atmos dresses the recently-revived 740, a mesh runner with origins from the early 2010s, in various pink and metallic silver hues, leaning into the Y2K aesthetic that has taken over women’s fashion. A wide-spaced mesh base is used in a light pink shade, contrasting the hot pink accents on the lining of the metallic silver leather overlays and the N logo. More soft pink is present on the tongue and lace set, while we see more branding details on the tongue and heel tab, which come in the darker pink shade.
Looking inside, atmos Pink has added a custom insole to the mix, featuring a hazy pink sunset on a beachfront, likely where the inspiration for this pink-shaded colorway comes from. Down below sits the 740’s foam midsole, directly borrowed from another budget-friendly mesh runner, the New Balance 530. Here, the tooling setup is coated in a light pink on the foam midsole and a darker pink on the rubber outsole.
The atmos Pink x New Balance 740 will release March 28, 2025, through atmos online and in-store. Available in women’s sizing, the retail price is set at ¥16,500 (approx $110 USD). Download the Sole Retriever mobile app to stay updated on the latest releases, raffles, news, and more in the sneaker and streetwear world.
Images via atmos
Images via yoppi_atmos
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy attending concerts and catching the latest movies. Email: nick@soleretriever.com
