New Balance Celebrates Grey Day with Film, Sneakers, and Panel Talk

New Balance celebrates its annual Grey Day on May 15, 2024, with a short film, campaign, and limited-edition sneaker releases. The brand will also host a panel talk in Dubai, featuring creatives discussing the impact of grey on sneaker culture.

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Aqsa Younas Rana
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New Balance Celebrates Grey Day with Film, Sneakers, and Panel Talk

New Balance Celebrates Grey Day with Film, Sneakers, and Panel Talk

New Balance is gearing up to celebrate its annual Grey Day on May 15, 2024, a day dedicated to the brand's legacy and its iconic association with the color gray. To mark the occasion, the brand has released a new short film titled "Grey Days," a seven-minute feature that delves into its influence on sneaker culture and showcases its iconic silhouettes.

The short film comprises seven vignettes that pay homage to New Balance's impact on sneaker culture globally and in the MENA region. "This film celebrates not only what Grey means to us as a brand, but also what it means to New Balance consumers," said Chris Davis, Chief Marketing Officer. "It recognises sub-cultural New Balance fans who have stood by our brand and the emblem of Grey for generations."

New Balance first introduced the color grey in the 1980s with its original running shoe, intentionally choosing a color that would stand out against the urban road running backdrop. Since then, grey has become the brand's signature color, representing authenticity, versatility, and timelessness.

As part of the Grey Day celebration, New Balance has unveiled a new campaign featuring artists Sainte and Cat Burns. The campaign visuals showcase Sainte wearing the basketball-inspired 550 silhouette in a stone gray shade, while Cat Burns sports the new 574. Both models will be released alongside the gray-paneled 327 as part of New Balance's core Grey Day offering.

In addition to the core models, New Balance will drop a string of limited-edition sneakers, including the Fresh Foam X 1080 "Grey" and the District Vision x New Balance SC Elite v4. The brand will also release the 1906R silhouette in a "Moonrock" neutral palette with sea salt white accents on May 17, available on New Balance's website and select retailers for $165.

Later this month, New Balance will host an intimate panel talk in Dubai, featuring three visionary creatives who will discuss how gray defines their practices and the wider sneaker culture today. The panel talk will serve as a culmination of the Grey Day celebrations.

This year's Grey Day collection features double the number of sneakers from the 2023 series, covering lifestyle, basketball, running, and skate shoes. With the short film, campaign, limited-edition releases, and panel talk, New Balance aims to celebrate the enduring impact of the color grey on its brand identity and the broader sneaker culture.