What emerged in the 1980s from practical considerations around everyday use and urban environments now reads as a deliberate counterpoint to the often loud aesthetics of the sportswear space.

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While other brands leaned into neon colors and bright white, New Balance developed a more restrained, almost understated presence with grey.

Asphalt, concrete and the city continue to shape this visual language today. Over time, that choice has become a defining part of the brand’s DNA.

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With Grey Days, New Balance carves out a dedicated moment for this approach each year. Once again, the entire month of May revolves around grey.

New product launches, events and a campaign explore the theme from different perspectives and carry it forward.

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The focus goes beyond the products, shifting to the voices behind them.

Athletes and ambassadors such as Sydney McLaughlin-Levrone, Darius Garland, Marvin Harrison Jr. and Andrew Reynolds each bring their own perspective.

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Aminé symbolically opens Grey Days, while Quincy Wilson explores the origins of the color in “The Origins of Grey.” Different perspectives, connected by a shared foundation.

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This diversity also comes through in the product offering.

Over the course of the month, new styles across Lifestyle, Performance, Numeric and Kids are released, each interpreting the theme of grey in its own way.

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On May 1, the first styles land in selected stores, including the FuelCell Rebel v5, the 1080v15, the Coco CG2, as well as various Numeric styles and additional Apparel.

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This is followed by additional releases including the ABZORB 2010, as well as the ABZORB 2000 and ABZORB 5030, which revisit the running aesthetic of the 2000s and highlight ABZORB technology through their design.

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At the end of the month, two models round out the lineup: the ABZORB 1890 and the Numeric 770, bringing together different chapters of the brand.

While the 1890 combines classic New Balance DNA with visible technology, the Numeric 770, originally designed as a cross-trainer, returns after around 30 years in an updated version for skate and lifestyle.

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The New Balance Grey Days collection will be available throughout May at the following retailers: 43einhalb, AFEW, Asphaltgold, BSTN, HHV and SUPPA.

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01 MAY: FuelCell Rebel v5, 1080v15, P400, Coco CG2, Numeric Andrew Reynolds 993, Numeric Tiago Lemos 1010, Grey Apparel ‍

08 MAY: ABZORB 2010

15 MAY: ABZORB 2000, ABZORB 5030

22 MAY: ABZORB 1890, number 770

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Photos via New Balance