New Balance, the renowned American footwear and apparel brand, commemorated its annual Grey Days campaign this past week, offering a global celebration that paid homage to the iconic grey colorway synonymous with the company’s identity.
The 2025 edition of Grey Days was marked by a series of events, product launches, and international collaborations that placed the spotlight on the brand’s enduring legacy and its influence on modern sneaker culture. First introduced in the early 1980s, New Balance’s signature grey tone was developed as a practical and stylish solution for urban runners, and has since evolved into a defining feature of its most recognized models.
This year’s campaign featured a re-release of select grey-toned sneakers, including the highly anticipated 990v6 “Made in USA”, which blends premium materials with updated cushioning and refined construction. Other models featured in the Grey Days line-up included the 574, 2002R, and exclusive regional editions tailored for markets such as Japan, France, and South Korea.
In addition to the footwear, New Balance unveiled the “Grey is More” initiative — a global artistic collaboration featuring musicians, designers, and photographers. The campaign explored themes of neutrality, individuality, and the universality of grey through short films, digital installations, and editorial content shared across the brand’s platforms. Social media engagement soared under hashtags such as #GreyDays2025, #NewBalanceGrey, and #990Legacy, drawing widespread attention from fashion media and consumers alike.
Pop-up exhibitions were also staged in major cities including New York, London, Tokyo, and Paris, where attendees experienced curated displays of New Balance’s archival grey models, interactive design stations, and panel discussions with product developers and sneaker historians. The events served both as cultural touchpoints and marketing activations, further cementing New Balance’s position as a leader in heritage footwear.
“Grey is more than a color — it’s a core part of our brand DNA,” said Chris Davis, Chief Marketing Officer at New Balance. “It represents balance, functionality, and timelessness. With Grey Days 2025, we not only celebrate our past but also invite our community to take part in the future of the brand.”
Industry analysts note that New Balance’s consistent messaging and focus on craftsmanship continue to resonate with a wide consumer base, particularly in a saturated sneaker market where authenticity and story-driven design are increasingly valued.
As the celebration comes to a close, Grey Days 2025 stands as a strong example of how a single color — when backed by decades of heritage and innovation — can become a cultural emblem. With continued success in both style and substance, New Balance proves once again that grey is not just a shade, but a symbol.
