New Balance Honors its Heritage and Brand Evolution with Grey Days

Today, New Balance announces its annual Grey Days celebration, a month-long tribute to the brand’s signature color. 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 honor 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 honors 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:

• May 1: The Grey Shop launches in New Balance stores and on NewBalance.com with new and existing grey styles including the FuelCell Rebel v5, 1080v15, P400, Coco CG2, Numeric Andrew Reynolds 993, Numeric Tiago Lemos 1010, and more, in addition to a selection of classic grey apparel.
  
  
• May 8: 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 $160 USD.
  
  
• May 15: 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 $170 USD, and the ABZORB 5030 is $120 USD.
  
  
• May 22: The ABZORB 1890 and the Numeric 770 launch. Introduced earlier this year, the ABZORB 1890 draws on the brand’s heritage DNA while offering a playful exploration and representation of visible tech. While originally developed as a cross-trainer, the Numeric 770 was reintroduced 30 years later with all its best original qualities now adapted for skate and lifestyle. Suggested retail price is $180 USD and $125 USD, respectively.
  
  

The Grey Days collection will be globally available from New Balance stores, NewBalance.com and select retailers throughout the month of May with suggested retail pricing from $40–$180 USD.

About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 14,000 associates around the globe, and in 2025 reported worldwide sales of $9.2 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information visit https://newbalance.newsmarket.com/.