Balancing the future with the past – New Balance

Sports shoe brand New Balance is going back to its roots with a ‘Grey Day’ campaign

Popular sports shoe brand New Balance is going back to its roots with its latest ‘Grey Day’ campaign.

In the late 1970s, grey was originally used as a solution for urban runners whose white shoes were getting destroyed by city conditions. The grey suede reinforced durability, matched the colour of asphalt, and fit into consumers’ lifestyle.

New Balance said Grey Day “pays homage to the new and classic expressions of the brand’s enduring legacy in the colour grey. Countless iterations of grey product later, the connection between the colour and New Balance remains everlasting and endlessly versatile”.

In tribute to the colour grey the U.S sports brand has released several exclusive new products including a bespoke Moon Daze collection that includes versions of four classic New Balance silhouettes.

“Drawing inspiration from the future and prompting us to think further beyond our world, Moon Daze begs the question: What would shoes look like after walking on another planet?”

Grey Day will be celebrated through a number of activation zones at Foot Locker Dubai Mall and Foot Locker Riyadh Park, from 12 May to 30 May, as well as in key retail concepts including Drop Kick in the UAE and KSA and SNKR in Kuwait.

New Balance shoes have been made in the U.S for more than 75 years and has a number of regional brand ambassadors including Saudi comedian Amy Roko.