Here’s What Went Down at New Balance’s Grey Day Celebrations in Dubai

Hosting a panel talk with four multi-faceted creatives at an exclusive pop-up.

Events 
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From dropping new iterations of its classic silhouettes to the premiere of its Grey Days 2024 short film, this month has been filled with an assortment of activations to commemorate New Balance’s annual Grey Day. Over in Dubai, the brand brought all of its special releases together under one roof, celebrating the occasion at Level Shoes.

An emblem of timeless, quality design, New Balance’s affinity with gray goes back decades. Originally introduced on its line of performance sneakers as a way to strategically blend in with asphalt running tracks, the color is now used across on almost every new silhouette, synergizing its performance and lifestyle lines.

Celebrating its ability to connect and unify, the brand’s Grey Day Dubai event became an inclusive affair with local creatives, sneakerheads, and film lovers in attendance. The guests gathered at an exclusive pop-up at Level Shoes, Dubai Mall, to experience the panel discussion led by producer Nader Almahri and spotlighting director Wayne Pereira, content creator Khalifa Al Muhairi, and stylist Laura Jane Brown. Though they come from different walks of life, the creatives found common ground in their love for inclusivity and self-expression. The panel discussion also saw the talent touch on their relationship with New Balance and how they resonate with the classic nature of gray.

Leading up to the talk, attendees also got to watch Grey Days in a special screening with snacks and drinks. Released earlier this month, the short film highlights New Balance’s influence on wider sneaker culture, sharing a look into its biggest moments throughout the eras. The various activations taking place on the night were complete with a special display of New Balance’s recent Grey Day launches including general release pack comprised of its 550, 327 and 574 silhouettes.

New Balance will be hosting pop-ups across the UAE this month where you can get your hands on the much anticipated Grey Day collection. Head to Mall of the Emirates in Dubai from May 24 – June 4 and Galleria Mall Abu Dhabi from May 24 – June 1 to explore the range.
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Discover what went down at the event in the gallery above.

Shop New Balance’s latest releases in its dedicated Grey shop online now.

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