Laced in Grey: How Creators Styled New Balance for #GreyDays 2025
Campaign Overview: A Grey Statement, Styled Boldly
In late May and early June 2025, New Balance India launched its Grey Days collection but instead of a flashy product drop, the campaign relied on something smarter: creators who could make grey feel anything but basic.
From in-store styling at New Balance’s Ambience Mall location to an intimate social run in Venezuela, influencers gave the color grey new life. Each reel brought out a different tone: urban, elevated, emotional, or understated but the common thread was authenticity.
This wasn’t just about sneakers. It was about moments in motion, where creators walked into weekends, reflected on personal growth, and made grey part of their story.
Real Influencer Moments
Walking into the weekend with @newbalance” — Vipul’s clean, confident reel shot at the Ambience Mall store paired high energy with sharp visuals, racking up 28.4K likes and 52 comments
Who knew Grey Days would be this iconic?” Vrinda’s reel exuded retail glam as she posed in-store with the Grey Days drop, earning 12.5K likes and 62 comments.
Grey? Grey! 👟” — This reel brought an energetic, male lifestyle vibe to the Ambience Mall showcase, amassing 4.3K likes and 15 comments.
Anushka Mehra (@anushkamehra7)
@newbalance made grey anything but basic 👟” — Anushka’s sleek edit spotlighted the sneakers with her signature sharp styling, drawing 1.8K likes and 13 comments.
What’s your favorite Grey? 🩶” — Aditya delivered a casual, friendly vibe from the store with 908 likes and 23 comments.
Maria Lemaduro (@marialemaduro)
Run Your Way 🏃♀️✨” — In Caracas, Maria shared a moving reflection from New Balance’s Social Run event, combining Pilates spirit with 5K motivation. The reel earned 232 likes and 16 comments and added an emotional, global layer to the campaign
The kind of grey I don’t mind.” A soft, aesthetic reel that leaned into visuals, textures, and the lifestyle charm of the Grey Days sneakers.
💬 3 likes | 26 comments
Stepping out in @newbalance” — A clean outfit reel from Ambience Mall, keeping it simple and showcasing the drop with a direct approach.
Grey Days, Global Reach: Campaign Pulse
The #GreyDays2025 campaign may have centered around a single color, but the influencer content painted a much broader canvas. The majority of posts came from New Balance’s flagship store in Delhi creating a cohesive yet creator-led visual theme.
But it wasn’t just a retail rollout. Maria Lemaduro’s reel from Venezuela introduced a global, wellness-driven angle extending the campaign’s emotional reach and reinforcing that New Balance isn’t just worn; it’s lived in.
Each reel balanced storytelling with styling. There was no hard sell just a steady stream of creators reinterpreting the brand’s identity in their voice, their space, their way.
Laced in Grey: What Marketers Can Learn
The Grey Days campaign is a great reminder that bold campaigns don’t need loud gimmicks, just thoughtful casting and a color with confidence.
Here’s what it got right:
- Let creators take the lead: From polished fashion reels to raw reflections, the diversity in content proved the power of trusting influencers with your product narrative.
- Own the aesthetic: The campaign leaned into a minimalist visual palette and by sticking with grey, it made every creator edit feel like part of a bigger story.
- Think local, hint global: Most content was India-based, but one reel from Venezuela added global authenticity, a soft signal that community and lifestyle transcend geography.
For any brand eyeing a creator-first strategy, New Balance just offered a very wearable blueprint.
