New Balance 740 Violet: The Archive Silhouette in Concord Grape
The New Balance 740 Violet "Concord Grape" is an archive pair from 2007, brought back by the brand in the midst of the color-block trend, and has become one of the most sought-after sneakers of the season.
The 740's Purple Drop: A Statement Against Neutrals
2026 remains dominated by neutral tones: beige, gray, cream. On social media and in store windows, drops are piling up in desaturated palettes that eventually blend together. Purple, conversely, asserts its presence. The Concord Grape has established itself as the most sought-after colorway in the New Balance 740 palette, with its deep grape hue standing out sharply against the stacked silhouette inherited from 2007.
The colorway also echoes the color-block aesthetic of the 2000s, a period when a sneaker had to be identifiable from a distance. On the 740, purple is far from a passing fancy: it's a return to the model's DNA.
The Colorway in Stock at The Last Step: 740V2 Concord Grape
The 740V2 Concord Grape is our only purple colorway currently available. The base plays on a deep purple, like Concord grape, supported by white and silver overlays that structure the silhouette in relief. The thick gum sole, a signature of the New Balance 740, finishes off the shoe in a clearly chunky register.
In terms of availability, it's tight. The Concord Grape is one of the rarest colorways of the reissue, already sold out at most European resellers. Since Q1 2026, it has topped the lists of most requested drops for the 740, ahead of the Purple Multicolor and Purple Rose, which are also restocking.
Good to know: The Last Step adds these other two purple colorways as soon as they become authentically available again. No risk regarding origin; everything is expertly vetted internally before going online.
Why Purple Works on the New Balance 740 Silhouette
Purple on a minimalist sneaker is almost too discreet. On the 740, it's the opposite. This stacked silhouette, with its material overlays and volume inherited from early 2000s running, transforms the color into a central piece of an outfit. You're no longer wearing a pair of shoes; you're making a statement.
The Concord Grape palette, richer and deeper than classic purple, dialogues particularly well with the white and silver inserts. It's this contrast that saves the colorway from being a "total look," because purple, isolated on white fields, becomes an accent rather than a mass. Visual effect: statement, but structured.
740 Construction: Archive Quality Under the Colorway
Underneath the purple, the 740 remains a true running shoe repurposed for lifestyle. The upper combines breathable mesh with synthetic leather and nubuck overlays, featuring a reinforced heel for foot support. The mid-sole incorporates ABZORB, New Balance's proprietary cushioning originally designed to absorb impact on pavement. This is not just a decorative model picking from the archives: it's performance reconverted, with comfort that you feel from the first hours.
ABZORB: New Balance's Signature Cushioning
ABZORB is a rubber-based composite that combines elasticity and energy return underfoot. Originally designed for running, it absorbs shocks without flattening over time. For daily wear, this makes a difference: you walk longer before fatigue sets in at your feet.
Multi-materials and 3D Overlays
The upper's assembly is what truly makes the 740. Breathable mesh at the base, synthetic leather overlays on the sides, nubuck on reinforcement areas. The result: even on a monochromatic base like the Concord Grape, the eye catches relief, textures, and plays of shadow. This is what distinguishes a true archive piece from a bland reissue.
How to Wear the 740 Concord Grape Without Overdoing It
The trap with purple is to go for a full colored look. The best approach is to let the sneaker do the talking. The first look that always works: loose-fit technical black pants, an oversized white tee, and a raw denim jacket over top. The 740 becomes the only pop of color, everything else serves as a frame.
Second option, more discreet: heather gray joggers, an ecru sweatshirt, and the 740 punctuates the silhouette without ever stealing the show. This is the perfect combo to wear purple during the week without feeling dressed up.
For those who want maximum color-pop effect with the purple 740, opt for high-waisted black baggy jeans and a plain black crewneck. The purple/black contrast becomes striking, and the pair stands out like a spotlight. For women seeking a softer style, black can be replaced with a warm anthracite; the effect remains clear without being aggressive.
Purchase and Guarantees at The Last Step
Each pair of purple 740s that passes through us is authenticated by our experts before shipment. Our authentication expertise, refined since the opening of our first shop in Toulouse, guarantees zero doubt about its origin. Delivery takes 24 to 72 hours depending on your zone, with easy returns within 14 days in case of size issues or other problems.
Quick sizing tip: the 740 fits true to size. If you have wide feet, go up half a size to avoid compression on the forefoot. And keep in mind that the Concord Grape regularly arrives in very limited quantities. When a rare size restocks, it sells out in a few hours.
Continue the New Balance Experience at The Last Step
If the 740 opens the door to the New Balance universe, where tradition and innovation meet even in clothing, it's worth exploring what else is available. Our New Balance collection reflects this commitment to quality and craftsmanship over several decades. It gathers the entire authenticated product catalog, and all New Balance 740s in their other colorways are brought together on a dedicated page to quickly find associated items. Every New Balance sneaker and piece of clothing relies on proven processes designed to last. To stay in the color-block and chunky register, the NB 9060 and NB 1906R are two neighboring models that extend the same spirit, between bold new models and significant collaborations.
FAQ
What is the New Balance 740V2 Concord Grape?
It's the 2026 re-release of a New Balance running model from 2007, in a deep purple colorway reminiscent of Concord grape with white and silver overlays. The V2 denotes the second modern iteration of the model, with a slightly updated construction and retained ABZORB cushioning.
What other purple colorways are available for the 740?
Two other purple variations exist in the 740 ecosystem: the Purple Multicolor, which is more saturated and varied, and the Purple Rose, which mixes purple and dusty pink. Both are subject to occasional restocks. The Last Step adds them to the collection as soon as they are authentically available.
How to wear a purple 740 without falling into the full colored look?
The simple rule: the rest of the outfit should be neutral. Black, white, grey, ecru, beige. The purple of the Concord Grape then becomes the only color accent, and the silhouette remains balanced. Avoid patterned tops or other brightly colored pieces.
Does the 740 Concord Grape fit true to size?
Yes. The 740 fits true to size compared to typical New Balance sizing. If you're between sizes or have wide feet, go up half a size for more comfort in the forefoot.
Is the purple 740 more of a men's or women's shoe?
The purple 740 model is unisex, sold in adult sizes from 36 to 46. The Concord Grape works equally well on both men's and women's silhouettes, provided the rest of the outfit is adapted. In fashion, it has become a widely worn pair by both genders since the return of chunky styles in 2024.