THE COLOUR THAT DEFINED A BRAND
*This article was created in partnership with New Balance. All content is editorially independent and reflects the author's genuine perspective.
AGAINST THE NOISE
It’s almost the end of April, and already, I’m feeling exhausted by the constant churn of limited sneaker drops. There are still eight months left in 2025, yet I’ve seen some already picking their “sneaker of the year.” Personally, I’m craving a dose of normalcy — a break from the noise, a return to wholesome simplicity. I’ve definitely picked up fewer pairs this year compared to last, but what’s most interesting is the releases I’m choosing tend to be GR in versatile colours like white, beige, and grey, with the occasional pop of colour if I’m feeling adventurous.
Sure, I’ve grabbed some of the “hype” releases and there have been some amazing stories told, but honestly, most of these ended up on my eBay seller account after the post-purchase dopamine dust had settled. Maybe it’s my age, but right now, I’m just longing for something less...complicated. Having spoken to others in the community, I can tell I’m not alone in this. The sneaker world today is a blur of endless drops, each one vying for attention. It’s become more about being first than actually enjoying the product — and with that comes a sense of FOMO. You’re pressured to buy, then immediately prep yourself because the next ‘hot’ release is just around the corner. This constant rush, this perpetual need to stay ahead, takes the fun out of it for many of us. And honestly, it’s exhausting.
Limited edition releases, divisive colourways, and collaborations with major brands of course have their place, but most people I’ve talked to about this subject feel somewhat overwhelmed by the sheer volume of drops. Like… guys…please, give us a moment to breathe!
But May brings something exciting — the annual “Grey Days” campaign from New Balance. In an era dominated by maximalism and hype-driven drops, New Balance stands out by embracing the power of doing less, both in design and in philosophy. While many brands rely on bold, flashy releases to create buzz, New Balance does the opposite — they lean into simplicity and timelessness. In a world saturated with ‘loud’ colours and high-pressure drops, New Balance’s focus on grey feels almost punk-rock. It’s a quiet confidence that invites appreciation over time, rather than a quick rush of adrenaline. Where other brands shout for attention, New Balance speaks softly, letting their designs and commitment to quality do the talking. This approach not only makes the brand stand out, but it also cultivates a deeper, more lasting connection with those who appreciate substance over style.
For me, it feels like the perfect antidote to my current mood, whether I’m actively participating as a consumer or simply admiring the thoughtful work New Balance continues to put out into the world.
Grey as a Philosophy
Grey isn’t just a colour; it’s a philosophy — and it comes in far more than just 50 shades! It’s a way of thinking that stands in contrast to the flash and trend-chasing that dominates the world around it. Now, I’m generalising a little here, but you don’t have to look far to see how sneaker culture often prioritises instant gratification. A glance at the overall release calendar shows how the focus has shifted to the loudest, most attention-grabbing options for many brands. Grey, however, doesn’t demand attention. It simply exists, subtly asserting its presence without needing to be the loudest one in the room.
In the sneaker world, colours like grey represent utility, function, and quiet sophistication. It’s the perfect embodiment of New Balance’s design ethos. Grey is grounded and acts as a much-needed reminder that sometimes, less is more. It endures, with a history tied to both performance and style — on the streets, the track, and the pitch. It’s the perfect base for any outfit, effortlessly elevating a look without ever stealing the spotlight.
The Origin Story: From 990 to Icon
New Balance 990 (1982)
The Grey Days journey didn’t happen overnight, it actually began 43 years ago with the release of the now-coveted 990, introduced back then as ‘The Most Technically Advanced Running Shoe Ever Made.’ They were not exaggerating when they asked the R&D department to create the pinnacle of running, regardless of time and cost. Fast forward to today, and the 990 is on its sixth iteration — which IMO is one of the most comfortable New Balance models on the market.
"On a scale of 1000, this shoe is a 990" - NEW BALANCE 990V1 ADVERTISING CAMPAIGN (1982)
If you look at what other brands were doing in 1982, it certainly wasn’t centred around grey. But, as we’ve come to learn, New Balance has never been one to follow the crowd. Much of Nike’s coverage was around the now-iconic Air Force 1, which was built to service the basketball market, while their running range was led by models like the Eagle in bold red, white, and blue (very American of them), or the Elite Classic dressed in bright blue and volt. Brooks had the Vantage and Villanova models, typically seen in shades of blue and/or beige. ASICS, who performed well in the 1981 marathon scene, offered the X-Caliber, Corsair, and Explorer — all available in vibrant palettes, but again, heavily leaning into shades of blue or yellow. Lastly, adidas found success with the TRX, Los Angeles, and Oregon models, decked out in shades of blue, yellow, and white. Across the board, few — if any — brands leaned into grey as their champion colour of choice.
Of course, there were other brands making waves at the time, but in the world of running, this was the general landscape. Only New Balance chose to lead with the grey 990 — and a $100 price tag, which in 1982 was considered expensive. Yet the 990 wasn’t pitched as a luxury purchase; it was simply a performance runner built to be the best, regardless of cost. Grey didn’t feel like just a colour choice; it felt more like a quiet statement.
Over the years, the theme continued with models like the 1300 (1984, with a re-release this coming Grey Days), the 574 (1988), and the 997 (1990), reinforcing grey’s place at the heart of New Balance’s DNA. Grey was slowly becoming the new black for New Balance — a versatile, sophisticated shade that made its way onto the feet of people around the world. Perhaps most famously, the 992 — worn religiously by Apple co-founder Steve Jobs — showed how a grey New Balance could transcend sport and become a cultural icon.
It’s funny, really — what started as a practical project to provide runners with the very best has transformed into one of the most subtle flexes in fashion. Grey wasn’t designed to be cool; it just ended up that way as a result of the personalities that adopted it. And as sneaker culture evolved, New Balance’s commitment to understatement only made their grey silhouettes even more iconic. Because sometimes, being the quietest in the room makes you the most powerful.
Grey as a Flex: The Streetwear Turn
The so-called "dad shoe" trend was ramping up to full speed by 2016, marking a major turning point for New Balance. Having just followed up the 990v3 with the 990v4 (in — you guessed it — grey), the brand was gaining serious momentum. The 990v4, alongside its successor the 990v5, were both designed by Scott Hull and felt completely different at a time when sneaker shapes were going in louder, more experimental directions.
These models just hit differently — and for good reason. Made proudly in the United States, they weren’t cheap (costing upwards of $200), but they were built to last. Take it from me: my own 2016 pair of 990v4s could easily pass for deadstock today with just a quick clean-up — and they’ve seen plenty of action.
Above: The New Balance 990 ‘Made In USA’ Series
This was also a time when the market was shifting. Performance sneakers were crossing over into lifestyle territory, thanks to groundwork laid by New Balance and other players like adidas. It set New Balance up perfectly to ride the streetwear wave and, crucially, reframe grey as aspirational and fashion-forward — not just functional. In my humble opinion, this shift was cemented in 2019 with the release of what’s possibly my favourite print ad of all time — not just in sneakers, but in the advertising industry as a whole:
"Worn by supermodels in London and dads in Ohio" - NEW BALANCE 990V5 ADVERTISING CAMPAIGN (2019)
Even now, I struggle to find any concrete (wow, the subject of grey is really getting to me here 😂) information about the individual or team who wrote that copy, but I would genuinely love to sit down for a coffee and hear how they distilled so much of New Balance's brand at the time into just nine words. To me, it’s an unofficial (or maybe official?) hall-of-fame moment in advertising history.
New Balance could have stopped there — but they didn’t. Instead, they doubled down on what made them different, using grey not just as a signature, but as a platform to collaborate, create, and connect with a whole new generation of sneakerheads. Because when you get the foundation right, you can build almost anything upon it.
The Modern Era: Collaborations, Culture, and Community
New Balance - Grey Days 2024 live event in London
New Balance didn’t just stick with grey — they built an entire world around it. While other brands chased whatever trend was hot at that time, New Balance doubled down on consistency. Grey became more than just a colour choice; it became a mindset, a platform for innovation. As sneaker culture shifted away from loud flexes towards more considered, taste-driven designs, grey quietly found its moment to shine.
Some of the biggest collaborations of the last few years have leaned heavily into this understated energy. Aimé Leon Dore, led by Teddy Santis (now Creative Director for New Balance’s Made in USA line), embraced grey like it was part of their DNA — blending the brand’s roots with a fresh sense of "quiet luxury." JJJJound took it even further: minimal branding, muted tones, timeless silhouettes — turning simple grey-on-grey 990s and 992s into instant sell-outs that even made their way onto the feet of high-profile political figures. Even when other collaborators like Joe Freshgoods or Ronnie Fieg (KITH) brought pops of colour into the mix, it always felt like grey was the grounding force tying it all together.
Joe Freshgoods in particular somehow manages to make pastel green, blue and pink sneakers feel like they belong to the same ethos as grey. I can’t quite explain it — they’re totally different colours, but somehow feel the same. It’s a rare kind of design magic that very few can pull off. And that's the beauty with these special releases — you can wear them, beat them, or keep them crisp, and they’ll never feel out of place.
Then there’s Grey Days — which could have just been another marketing moment, but New Balance have turned it into something bigger. It’s not about flashy announcements or chasing limited runs; it’s about celebrating the values that made the brand stand out in the first place: craft, restraint, and community. Whether through curated events, creative campaigns, or special city editions, Grey Days feels less like a product drop and more like a cultural reset button for the sneaker industry — a reminder that simplicity still matters.
At the heart of it all is community. Grey has become a kind of secret handshake. It’s not shouting for attention, but if you know, you know. It's the kind of flex that doesn’t need validation — because the people who get it already do. You see someone in a pair of worn-in 990s or a fresh-out-the-box 993, and there’s that unspoken nod — a shared understanding that style isn’t about screaming the loudest, it’s about knowing exactly who you are. In a world that feels more chaotic by the day, New Balance — and grey — continue to prove that staying true to yourself is still the strongest move you can make.
WHY GREY STILL WINS
New Balance - Grey Days 2025 Lineup
When you take a step back, it’s hard not to admire how grey continues to stand strong, unshaken by the constant churn of hype-driven releases and ever-shifting trends. In a landscape where the loudest colourways often grab the attention, grey refuses to compete. It doesn’t shout; it speaks with quiet confidence. And in a world constantly overwhelmed by the next big thing, grey remains a timeless reminder that sometimes, the most impactful things are those that never try too hard.
Grey isn’t just a palette; it’s a philosophy that’s stood the test of time. From the humble beginnings in 1982 to its evolution into a sneaker icon, grey has always been rooted in purpose, not just style. Every pair tells a story of restraint, of design thinking grounded in functionality and longevity. It’s a nod to those who understand that the best things in life aren’t always the flashiest — they’re the ones that simply work.
Even today, grey continues to evolve while maintaining its core sense of authenticity. The collaborations, the culture, and the community that have embraced it have given grey new life. Each new Grey Days campaign reminds us that the colour is far more than just a fashion choice — it’s a celebration of what New Balance has built and continues to build: something that lasts.
Speaking of Grey Day 2025, the excitement is already building. Just last week, New Balance offered a sneak peek at what’s coming — and let me tell you, the release schedule is looking very strong. Expect to see key silhouettes like the 990v6, 574, 1000, 550, and 1300 all in the mix, along with a few special drops that I’m genuinely excited to get in hand. There’s serious talent involved in the campaign this year too, and from everything I’ve seen so far, it’s shaping up to be a real celebration of everything that makes grey great: timeless design, impeccable craftsmanship, and that unwavering commitment to quality New Balance does better than anyone.
There’s no doubt that Grey Days 2025 will continue to prove why grey keeps winning — not just because it’s a classic, but because it quietly pushes boundaries, evolving with every new release. Grey isn’t just a colour; it’s a commitment to craftsmanship, quality, and timeless design. As we approach the next Grey Days, one thing is for certain: New Balance will continue crafting legacies, letting grey speak quietly — but with undeniable power.
Explore the 2025 Grey Days collection over at New Balance.