New Balance boasts deep roots and universal appeal in Grey Days film

In honour of its annual festival celebrating the color grey, New Balance released a seven-minute film capturing the history and universal love of its brand—and in particular, its grey 990 sneaker.

The film, titled Grey Days, is split into seven distinct “episodes,” which together chart New Balance’s brand history and the subcultures with an enduring love for its sneakers. 

Shot on 16mm film, Grey Days stars brand fans including NFL star Chase Young, skateboarder Andrew Reynolds and UK rapper Dave. 

Across episodes, viewers see the connections that runners, residents of the DMV area, random moviegoers, French habitants of Marseilles and Japanese onsen-goers make over the simple gray shoe. By showing people across age and culture boundaries connecting over the sneakers, the film aims to solidify New Balance’s cultural impact.

“This film celebrates not only what Grey means to us as a brand, but also what it means to New Balance consumers. It recognises sub-cultural New Balance fans who have stood by our brand and the emblem of Grey for generations,” said Chris Davis, chief marketing officer and SVP of merchandising at New Balance, in a press release.

The seven-minute film, released today, will run in full online and in US theaters, and will also be released as individual scenes. A 60-second trailer will play in theaters in the UK, France, Australia, New Zealand and Japan. Print and out-of-home extensions will run in Europe and Asia, as well as in skateboarding magazine Thrasher in the US.