Throughout May, New Balance honours its signature colour with a celebration of Grey, acknowledging its role in the brand’s history and its timeless appeal.
This multi-week event, featuring new footwear and apparel launches, is punctuated by the release of the short film “Grey Days” on May 10.
Grey was introduced by New Balance in the 1980s with the intention of creating a superior running shoe that stood out against the urban backdrop.
Over the years, the colour has become synonymous with the brand, representing authenticity, versatility, and timelessness.
Chris Davis, Chief Marketing Officer and Senior Vice President of Merchandising at New Balance, reflects on the significance of Grey, saying, “It recognizes sub-cultural New Balance fans who have stood by our brand and the emblem of Grey for generations.”
“Grey Days,” a seven-minute film by American Haiku, delves into the impact of New Balance on global sneaker culture through seven vignettes, each highlighting a different aspect of the brand’s history.
Written in collaboration with creative directors Thom Glover & Daniel Wolfe, alongside Elliott Power, it features retro animation from Stray London and photography by Samuel Bradley.
Throughout the month, New Balance will launch exclusive products, including new Grey styles and collaborations with various artists and designers.
The Grey Shop, which opened on May 1, features styles like the 327, 574, 550, and a selection of Grey apparel. The following launches are scheduled for later in the month:
- May 17: WRPD Runner and 1906R, inspired by the timelessness of stone.
- May 20: Fresh Foam X 1080 ‘Grey’, with suede detailing and a classic grey colourway.
- May 23: District Vision x New Balance SC Elite v4, along with the KAWHI IV, a modern basketball shoe with high-performance features.
- May 24: Coco Gauff’s special-edition CG1 and Fresh Foam Audazo Numeric, featuring hairy suede accenting.
These new additions to the Grey collection reflect New Balance’s continued commitment to combining style, comfort, and innovation.
The Grey Days collections are available in stores and on NewBalance.com in May, with suggested retail prices ranging from $59.99 to $265 USD.