New Balance is marking its iconic “Grey Days” celebration with a unique pop-up experience in London’s Seven Dials, Covent Garden. Open until 10th May 2025, the brand has installed a traditional newspaper kiosk offering visitors a special edition “Grey Days” newspaper. This initiative pays homage to the brand’s legacy, with grey symbolizing New Balance’s commitment to craftsmanship, quality, design and independence.
Engaging the Community
To engage Londoners and sneaker enthusiasts, New Balance’s kiosk includes more than just reading material. On The back page of the special edition newspaper is a crossword puzzle designed to challenge and reward. Once completed, visitors can return the puzzle to the kiosk, where staff will verify their answers.
Correct submissions give participants the chance to draw a counter from a concealed bag. Each day, ten lucky winners who pull a grey counter will receive a New Balance gift card which is redeemable in-store for a free pair of trainers.
Location: Seven Dials, Covent Garden, London
Dates: Now until 10th May 2025
A Month-Long Celebration
‘Grey Days’ extends throughout the month of May 2025, showcasing New Balance’s heritage and influence with a comprehensive release schedule. To celebrate “Grey Days” New Balance is dropping grey sneakers and apparel. Confirmed releases include the 530, 9060, 2002R, 1906R, 1000 and mant more.
The full “Grey Days” selection is available now at Newbalance.co.uk
