New Balance releases new film for its annual Grey Day

New Balance has launched a a short film that pays homage to its impact on sneaker culture both globally and within the MENA region.

Comprising seven vignettes leading to one seven-minute film, ‘Grey Days’ portrays a different aspect of the brand’s history.

“This film celebrates not only what Grey means to us as a brand, but also what it means to New Balance consumers.

“It recognises sub-cultural New Balance fans who have stood by our brand and the emblem of Grey for generations,” said Chris Davis, Chief Marketing Officer and Senior Vice President of Merchandising at New Balance.

“It also recognises the ubiquity of the colour grey, appealing to people everywhere from supermodels in London, to dads in Ohio, to sneaker connoisseurs in Toyko.”

Grey days

In honour of its original running shoe in the 1980s, New Balance introduced the colour grey intentionally, a choice made with the same level of consideration as any performance feature.

In keeping with the New Balance ethos, the colour Grey stood out as the signature color, proving to be a perfect complement to the concrete and asphalt backdrop of urban road running.

Before long, people noticed that grey running shoes looked good anywhere. While the models have evolved over the years with ever-changing technology and materials, Grey continues to embody New Balance’s timeless quality and style.

“Grey is a colour for all that represents authenticity, versatility, and timelessness, carrying our heritage into the future.”