New Balance Embraces the Return of Annual Grey Day Celebrations

Officially falling on May 10, Grey Day has come to be known in the sneaker scene as a day dedicated to New Balance. Celebrating its legacy through its long-standing association with the color gray, the brand uses the occasion to explore how its enduring identity resonates with communities across the globe.

Garnering excitement for this year’s festivities, the brand releases a new short film titled “Grey Days”. The seven-minute feature sees the brand delve deeper into its influence on sneakerheads through the ages. With a combination of 1960s-style animation and recreations of stand-out historical moments, it shines a light on the forgotten sneaker stories of its past whilst honing in on its iconic silhouettes.

Following on from the release, the brand also unveils its new Grey Day campaign tapping artists Sainte and Cat Burns. In the visuals, Sainte sports the basketball-inspired 550 silhouette in a stone gray shade while Cat Burns adorns the new 574. The two models will be released alongside the gray-paneled 327 as part of New Balance’s core Grey Day offering. Similar to previous Grey Day celebrations, the brand will also be dropping a string of limited-edition models including the Fresh Foam X 1080 “Grey” and the District Vision x New Balance SC Elite v4.

Later this month, the brand will also host an intimate panel talk in Dubai. Joined by three visionary creatives, the discussion will explore how gray defines their practices and the wider sneaker culture today. Stay tuned to Hypebeast to find out about the dedicated events and upcoming releases happening in May.

To shop New Balance’s latest releases, head to its new Grey Shop on its website now.