"The campaign unfolds on an unconventional stage: the golf course. In the short film, a self-assured golfer arrives not in traditional spikes, but in the 740s, turning heads with every stride. His confidence isn't simply aesthetic - it's a philosophy. He challenges competitors to a match where victory means securing a pair of the sneakers. With every swing, he reminds onlookers that individuality and performance don't need to exist in opposition."
"The New Balance 740 Willful Bias For Discovery is engineered with intent, designed to merge functional performance with bold aesthetics. A high-cut profile provides ankle stability, while layered leather and synthetic overlays create structural support without limiting movement. Perforations throughout the upper encourage airflow, maintaining comfort through long stretches of activity. Beneath the surface, a cushioned midsole ensures responsive comfort with every step, while a durable rubber outsole anchors the design with dependable traction."
New Balance and The Whitaker Group launch the New Balance 740 Willful Bias For Discovery on September 19, 2025, via A Ma Maniére, Social Status, APB, and JAIDE. The campaign stages the sneaker on a golf course where a self-assured golfer wears 740s, challenges competitors for a pair, and positions individuality and performance as compatible values. Design features include a high-cut profile for ankle stability, layered leather and synthetic overlays for structural support, perforations for airflow, a cushioned midsole for responsive comfort, and a durable rubber outsole for traction. The silhouette is available in men's sizes 4M–14M.
Read at stupidDOPE | Est. 2008
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