Grey Days 2025

To celebrate the heritage and style of New Balance’s iconic grey, we brought Grey Days 2025 to life with a dual activation, an external pop-up and a bold in-store takeover at Pavilion Kuala Lumpur.

Outside, the pop-up featured a custom photo booth set within a nostalgic, old-school-inspired façade, inviting everyone to “Own Your Moment in Grey” and become part of the Grey family. Visitors also walked away with an exclusive Grey Day tote bag with a purchase of above RM699, a keepsake that extended the celebration beyond the event.

Inside, the Pavilion store was dressed in Grey Days spirit from curated lifestyle displays to subtle design touches and even a mirror-photo moment that encouraged guests to engage, capture, and share their style.

Minimal yet immersive, the activation blended product storytelling with community experiences, turning Grey Days into more than a showcase, it was a tribute to timeless style and the people who live it everyday.

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