The color Grey embodies everything that makes New Balance stand out as a brand. Grey reflects an independent approach, dedicated to quality and style.

The 2024 festivities kick off with Grey Days, a seven-minute film by new imprint American Haiku celebrating Grey’s origin as the signature New Balance color.

Shot and framed in 16mm black and white, Grey Days is a journey through New Balance history that explores the brand’s running heritage and its popularity in style subcultures from the DMV to Tokyo, through the lens of longtime enthusiasts, and features appearances by UK Rapper Dave, star defensive end Chase Young, and skateboarding legend Andrew Reynolds.

Written in collaboration between creative directors Thom Glover & Daniel Wolfe, alongside Elliott Power, director of photography Norm Li. Animation from Stray London and still photography by Samuel Bradley.