Lifestyle sneaker brand New Balance unveiled on Friday its new campaign centered on a captivating seven-minute short film, which serves as an ode to the company's rich heritage and cultural impact.
"Grey Days" was shot in 16mm black-and-white, depicting a series of vignettes that highlight different aspects of the brand’s legacy.
It is the debut work of up-and-coming agency American Haiku and is a collaborative effort from director Elliott Power, creative directors Thom Glover and Daniel Wolfe, and cinematographer Norm Li.
Stray created the retro animation, while still photography was handled by Samuel Bradley.
Together, the creatives crafted a visually stunning piece delving into New Balance’s journey over the decades — from its roots in running to the brand's cultural impact and becoming a fashion icon.
"Grey Days" also features special appearances by skateboarding legend Andrew Reynolds, NFL star Chase Young, and U.K. rapper Dave.
However, the film’s true focus is on the subcultures where New Balance has left its mark.
Grey Is New Balance's Color
NB’s signature color, Grey, plays a central role in connecting the various scenes that take place in different parts of the world.
Chris Davis, chief marketing officer and senior VP of merchandising at New Balance, highlights the significance of the color grey to the brand and its consumers.
“This film celebrates not only what Grey means to us as a brand, but also what it means to New Balance consumers. It recognizes sub-cultural New Balance fans who have stood by our brand and the emblem of Grey for generations,” Davis said.
“It also recognizes the ubiquity of the color Grey, appealing to people everywhere from supermodels in London, to dads in Ohio, to sneaker connoisseurs in Tokyo. Grey is a color for all that represents authenticity, versatility, and timelessness, carrying our heritage into the future,” he continued.
The full film will be screened in theaters and streamed in the U.S., with a 60-second trailer airing in cinemas across the U.K., France, Germany, Australia, New Zealand, and Japan.
Additionally, the film will be released as individual scenes, with print and out-of-home (OOH) campaigns running across Europe and Asia.
The film serves as an artistic yet heartfelt homage to the authenticity and versatility that define the New Balance legacy.
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Editing by Katherine 'Makkie' Maclang
