The cultural impact of New Balance’s legendary grey shade and the shoes that made it iconic, is celebrated every year, a day New Balance declared Grey Day in 2018.
The celebration, which is recognised in every sneakerhead’s calendar, is being commemorated on Saturday 21st May 2022, and this year, New Balance is hailing its heritage by spotlighting three local community leaders across Liverpool, Manchester and London, who empower people through sports or craftsmanship.
This year’s Grey Day talent includes New Balance ambassador and rising football star Harvey Elliott, alongside his younger brother Harrison, musician siblings Roosevelt, aka [ K S R ] and his sister Roselle Sigsbert and sisters, DJs and workout leaders Zoe and Crissi Vassilakis aka Madam X.
Grey runs in the New Balance family and each talent featured within this year’s campaign have a plethora of passions, perspectives and disciplines that span beyond their recognised occupations, with family values being at the core.
Samantha Matthews, Senior Marketing Manager UK & IRE at New Balance said “Grey Day is a symbolic date for New Balance and has become a cultural moment which is celebrated by sneakerheads annually. This Grey Day, alongside launching four silhouettes in various grey hues, we are proud to spotlight three community leaders across the UK, who embody our fearlessly independent ethos and who are driven by their passions.”
The protagonists demonstrate that grey runs in their blood through their similarities and support of one another; Harvey and his brother Harrison share a passion for football, style and culture, while Madam X and her sister Zoe boast unity through their shared love for music and fitness. [ K S R ] and his sister Roselle are proud Mancunians with strong community values, with [ K S R ] using his voice and platform to champion emerging artists and musicians from the north, bringing communities together through intimate gigs held across northern cities.
The 2022 Grey Day collection includes three signature New Balance models; the XC-72, 57/40 and 327, with all silhouettes meeting the New Balance green leaf standard. Each Grey Day release features an upper made of 50% or more recycled content, leather that supports more responsible manufacturing through the Leather Working Group, and/or preferred manmade cellulose, and at least one midsole/outsole material contains a minimum of 3% bio-based or 5% recycled content.
Grey is a colour synonymous with New Balance’s heritage and this year the 327 and XC-72 are bespoke iterations in various grey hues. The latest iteration of the 57/40, a style introduced last year which offers a bold, modern update on the iconic 574, is also available in tonal grey. The 574 Core, which is the centre of the UK Grey Day campaign, also meets the New Balance green leaf standard with an upper made of 50% or more recycled content, and/or leather that supports more responsible manufacturing through the Leather Working Group, and at least one midsole/outsole material contains a minimum of 3% bio-based or 5% recycled content.
