New Balance recently announced its annual Grey Days celebration, a month-long tribute to the brand’s signature colour. Grey Days unites New Balance’s renowned family of athletes and ambassadors to feature a range of special edition products, immersive experiences, and stories that honour the unique and timeless influence of grey.
Grey first entered the New Balance design language in the 1980s as a practical choice for urban runners. While competitors embraced neon hues and bright whites, New Balance introduced grey as a choice that blended seamlessly with the concrete and asphalt of city running. What began as a unique choice quickly evolved into a defining expression of the brand – one that has shaped its identity for decades.
This year’s campaign offers an invitation into the world of grey, brought to life by a cast of New Balance athletes and ambassadors, including Sydney McLaughlin-Levrone, Darius Garland, Marvin Harrison Jr., and Andrew Reynolds. From Aminé raising the Grey Days flag in celebration to Quincy Wilson narrating “The Origins of Grey,” each individual lends their own authentic personality to the campaign, united by the unwavering foundation of grey.
“From its origins as a unique yet practical choice for urban runners to its status today as a classic brand signature, grey remains a powerful expression of New Balance’s heritage,” said Jeff McAdams, Senior Vice President, Global Marketing. “Grey Days 2026 honours our evolution as a brand; it represents how innovation, craft, and an unwavering commitment to our fearlessly independent ethos have shaped who we are while showcasing the endless ways this iconic shade continues to inspire and reimagine what’s possible.”
This year’s Grey Days collection features key product offerings across lifestyle, performance, Numeric, and kids ranges, including:
- 1st May: The Grey Shop launches in New Balance stores and on NewBalance.com with new and existing grey styles, including the FuelCell Rebel v5, 1080v15 and more, in addition to a selection of classic grey apparel.
- 8th May: The ABZORB 2010 launches. With wearability in mind, the shoe combines the excitement of an innovative style with a sense of the familiar. Suggested retail price is RM739.
- 15th May: The ABZORB 2000 and ABZORB 5030 launch. Both models offer a progressive approach to the brand’s exploration of 2000s-era running influences and transform ABZORB technology into a signature visual design statement. Suggested retail pricing for the ABZORB 2000 is RM769, and the ABZORB 5030 is RM529.
- 22nd May: The ABZORB 1890 launches. Introduced earlier this year, the ABZORB 1890 draws on the brand’s heritage DNA while offering a playful exploration and representation of visible tech. Suggested retail price is RM799.
The Grey Days collection will be available in Malaysia through New Balance stores, newbalance.com.my and select retailers throughout the month of May. As part of the month‑long celebration, the Grey Days Pop‑Up will take place from 14th to 17th May at APW Bangsar, serving as a community‑focused brand space that brings New Balance’s heritage, culture and storytelling to life.
