New Balance announces its multi-week celebration of Grey in May spotlighting the new and classic expressions of the brand’s enduring legacy in its signature color. In service of building a superior running shoe in the 1980s, New Balance introduced the color Grey intentionally, a choice made with the same level of consideration as any performance feature.

In keeping with the fearlessly independent New Balance ethos, the color Grey stood out amongst its competitors, while proving to be a perfect complement to the concrete and asphalt backdrop of urban road running. Before long, people noticed that Grey running shoes looked good anywhere. While the models have evolved over the years with everchanging technology and materials, Grey continues to embody New Balance’s timeless quality and style, in every form.

In tribute to Grey, on May 10, the brand will release a short film titled “Grey Days” paying homage to the New Balance’s pervasive impact on the many facets of Global sneaker culture from sport to street, and everything in between. There will be seven vignettes leading to one seven-minute film, each vignette will portray a different aspect of the brand’s history. The film, from new imprint American Haiku, was written in collaboration between creative directors Thom Glover & Daniel Wolfe, alongside Elliott Power, director of photography Norm Li, with perfectly realized 1960s retro animation from Stray London and still photography by Samuel Bradley.