New Balance today announces a “Celebration of Grey” lasting several weeks, at which both new and classic models will be presented in this characteristic brand color.

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In the 1980s, New Balance deliberately introduced the color gray when designing outstanding running shoes — a decision that was made with the same expertise as any other performance feature.

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In line with New Balance's ethos of being bold and independent, the color gray stood out from the competition and proved to be the perfect combination for the concrete and asphalt backdrop of urban running.

It wasn't long before people realized that gray running shoes looked good everywhere. While the models have evolved over the years with ever new technologies and materials, embodied Grey The timeless quality and style of New Balance continues — in every form.

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As an homage to Grey On May 10, the brand will release a short film titled “Grey Days,” which pays homage to New Balance's ever-present influence on the many facets of global sneaker culture — from sports to the street and everything in between.

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There are seven scenes that lead to a seven-minute movie, with each scene highlighting a different aspect of the brand's story. The film was shot in collaboration between creative directors Thom Glover and Daniel Wolfe as well as Elliott Power and cameraman Norm Li. The perfectly executed retro animations in the style of the 1960s are by Stray London and the Upcoming images by Samuel Bradley.

Here is the first teaser released today:

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“This film celebrates not only what Grey means to us as a brand, but also what it means to New Balance consumers. It recognizes 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 color Grey, appealing to people everywhere from supermodels in London, to dads in Ohio, to sneaker connoisseurs in Toyko. Grey is a color for all that represents authenticity, versatility, and timelessness, carrying our heritage via the future.”

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New Balance will launch several exclusive products over the course of the month. A number of lifestyle, performance, numeric and children's models are being released today, including the 327, 574, 550 and a selection of timeless “Grey clothing” (see below).

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‍U327WGA/ U327WGC:

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BB550MCB/BB550MCC/BBW550RB:

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U9060GG/U9060GRY:

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U574LGG/U574GBG

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On May 17, the 'Grey Days' WRPD Runner and 1906R will be launched. These special editions feature a mix of materials and details inspired by the timelessness of natural stone.

M1906GR:

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WRPD Runner UWRPDGD:

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On May 20 the New Balance Fresh Foam X 1080 ‘Grey’ launches. Suede detailing and a classic, tonal grey colorway provide a heritage-inspired take on our pinnacle running shoe

‍1080/ M1080LAF:‍

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The New Balance Hoops KAWHI IV will be on the market on May 23. The modern design of this cutting-edge basketball shoe offers powerful features, iamtolgah by a sophisticated, lifestyle-influenced aesthetic that allows wearers to move between court and street.

BBFRSHD2:

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On May 24, the 'Grey' Coco CG1 and the Fresh Foam Audazo Numeric will be released. The special edition of the Coco Gauff signature design features hairy suede accents and neutral details.

Coco CG1:

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Fresh Foam Audazo Numeric:

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The new collab between District Vision and New Balance with SC Elite v4 will be presented on May 23. The collection also includes a range of clothing. As soon as pictures are available, the article will be updated.

The New Balance Grey Days Collection will be available at the following sneaker stores later this month: 43einhalb, AFEW Store, Allike, Asphaltgold, HHV and SUPPA.

Here are a few more moods from the New Balance “Grey Days” 574 and 550 models as well as a selection of the accompanying Apparel collection.

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