The colour grey is synonymous with New Balance’s most celebrated releases, so it makes sense that they’re now looking to celebrate this cool hue on its own. Working with new imprint American Haiku, a short film has been written in collaboration between creative directors Thom Glover & Daniel Wolfe, alongside Elliott Power, director of photography Norm Li, with perfectly realized 1960s retro animation from Stray London and still photography by Samuel Bradley.
The film includes many notable figures across athletics and entertainment such as Santan Dave, Chase Young, Brianna Selby, Andrew Reynolds and more
“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 recognizes the ubiquity of the colour Grey, appealing to people everywhere from supermodels in London, to dads in Ohio, to sneaker connoisseurs in Tokyo. Grey is a colour for all that represents authenticity, versatility, and timelessness, carrying our heritage into the future.”
The Grey Shop has now launched in New Balance stores and on newbalance.com and will include new and existing Grey styles across NB lifestyle & performance, including classics like the 327, 574, 550, and a selection of timeless Grey apparel. The 2024 Grey Days range is styled by music artists like Cat Burns and Sainté, repping the 550 & 574 respectively.
