New Balance Grey Day

Words: Anne-Marie Becker

For New Balance hardcore fans, the world is truly not only black and white – it’s grey. Iconic silhouettes such as the 990s and the 2002s sporting several variations of grey have become synonymous with the Boston-based label’s success story. However, to understand the significance of the annual celebration of Grey Day, we have to travel back in time to the early 1980s.

The year was 1980, and America was dominated by consumerism and the growing fascination with sports of all kinds. It was the era of neon tracksuits, gaudy patterns, lots of polyester and, above all, the principle of “the cheaper the better”. In keeping with New Balance’s philosophy, the U.S. shoe manufacturer took a different approach and focused on understated shades of grey and high-quality workmanship. Soon the neutral sneakers from New Balance took the world by storm and established their very own niche among devotees of the comfortable running shoes.

Over the years, we’ve witnessed countless re-editions of longtime favourites in the patented grey colourway, so much so that Grey Day has become an anticipated occasion for all New Balance enthusiasts. For this year’s edition of the festivities, styles like the New Balance 990 are released in elegant shades of grey and premium suede and nubuck featuring an unmistakable vintage aesthetic. New Balance Grey Day is a reminder that the Boston-based label doesn’t need slogans or words to make a statement and showcase that one colour alone can revolutionize the whole sneaker scene.