Grey Day is an annual New Balance celebration of its iconic grey colourway. To demonstrate the versatility of the shoes, we positioned the grey colourway as something that is wearable by anybody, anywhere – a shoe that can truly be ‘worn by anyone’. Diverse influencers were selected that embodied different archetypes, a manifestation and illustration that no matter who you are, this shoe suits you.


In 2021, we highlighted three silhouettes: the 574, 5740 and the limited U574.

We wanted to showcase the silhouette’s versatility and partnered with key opinion leaders across six archetypes: a doctor; sportswomen; designer; businessman; artist and senior citizen.

The influencers were shot for content that was used for in-store promotion, as well as a social media drive from New Balance and their own social platforms.

To amplify the campaign, we partnered with Shelflife to drive sales on the launch day to a more conscious consumer, where we activated in-store.


30 pieces of content across six influencer channels

+350K total reach

+26K total engagements in one week