Grey Day: New Balance Pays Homage to Expressions of Their Connection to the Colour Grey

Grey; a key element in New Balance's present and future
By: Farah Khan
May 15, 2023

New Balance, the renowned sportswear brand, celebrated Grey Day on May 12, 2023, with a unique tribute to the iconic colour that has become synonymous with the company’s enduring legacy. The event marked the brand’s recognition of grey’s essential role in its history and how it continues to be a key element in its current and future product lines.

Grey Day

Grey Day originated from the brand’s recognition of the growing importance of grey in their footwear collections. In the late 1970s, New Balance’s designers created grey shoes to address the needs of urban runners who required durable footwear that could withstand the tough city conditions. Grey suede was chosen because it provided excellent reinforcement, matched the colour of the asphalt, and complemented consumers’ lifestyles. Since then, the connection between the colour and New Balance has remained strong and versatile, with countless iterations of grey products released over the years.

Moon Daze

To commemorate Grey Day, New Balance unveiled several exclusive products, including the “Moon Daze” collection, a bespoke range of three classic New Balance silhouettes – the 550, 580, and 9060. Drawing inspiration from the future and our potential exploration of other planets, the “Moon Daze” collection asks the question: “What would shoes look like after walking on another planet?” The result is a visually stunning and unique collection that showcases the brand’s commitment to innovation and design.

In addition to the “Moon Daze” collection, New Balance also released the MADE in USA capsule, which featured grey versions of the 990v4, 990v6, 996, and 998 models. The collection’s premium quality is reflected in its “Made in the U.S.A.” tag, which signifies that it contains at least 70% domestic value.

The Grey Shop

New Balance also launched a curated online shop featuring existing grey footwear and apparel to coincide with Grey Day. The shop can be found at

Chris Davis, Chief Marketing Officer & Senior Vice President of Merchandising at New Balance, said, “To New Balance, the colour grey represents a history of innovation and serves as a global symbol of style – it is emblematic of our unique path forward. Grey Day is a moment for the brand to declare our unwavering position at the intersection of performance and style and celebrate the design innovation that continues to propel us into the future.”

New Balance Pop-Up

To mark the occasion, New Balance hosted a pop-up event, themed “Moon Daze,” at APW Bangsar, Kuala Lumpur, from May 12 to May 14, 2023. The event was a visual and interactive spectacle, featuring an array of exhibits and workshops that appealed to sneaker enthusiasts and New Balance fans alike. Visitors could also view an exclusive art installation by the Kuala Lumpur-based lighting artist, Jun Ong.

The Grey Day “Moon Daze” collection is available online and at the New Balance Pavilion KL store, while the New Balance Pyramid store carries the 580 model only. Purchasers of the “Moon Daze” pack at participating stores (excluding online purchases) receive a set of complimentary ‘Moon Kits.’ The U990TA4 from the MADE in USA capsule is now available online and at the Pavilion KL store, with other silhouettes from the collection to be released locally on later dates.

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