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Shantelle Nagarajan

posted on May. 22, 2026 at 4:46 pm

New Balance takes over Alserkal Avenue for Grey Days 2026

Shantelle Nagarajan

posted on May. 22, 2026 at 4:46 pm

Ana Elisa Seixas, Head of Marketing at New Balance MEAI, shares an exclusive deep dive into the brand's Grey Days 2026 campaign.

New Balance

New Balance hosted is annual Grey Days celebration this month, with a takeover of Alserkal Avenue in Dubai under The Grey Days Neighborhood experience.

The 10-day event activation saw several partnerships with local, homegrown brands which included workshops, work-out classes, curated menus at artisanal coffee shops and more. Open to the public from 1 May to 10 May, the activation aimed to bring back shared experiences around community, lifestyle and sport.

The athletic-wear brand also brought its signature colour to the wider region by hosting ‘Grey Runs’ in the UAE, KSA and Qatar. Each of these activations specifically included collaborative partnerships with homegrown talent and businesses

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Tags:Ana Elisa Seixas Campaign community consumer outreach CRANK gooder Grey Days 2026 long-term consumer relationships New Balance Nightjar Coffee Roasters people-first Strategy The Grey Days Neighborhood experience The Work The Workshop DXB UrArtU Gallery

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.