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In May 2024, New Balance invites us to discover "Grey Days," an innovative campaign that blends art and marketing to enhance brand awareness. With over 2 million views on YouTube, this short film redefines the standards of advertising storytelling. Any company, large or small, can learn from these lessons to improve its performance. This film features influential personalities like British rapper Dave, football player Chase Young, and skateboarder Andrew Reynolds.

Increased Revenue‍

New Balance saw its revenue increase by 35% in 2023, a success attributed in part to their creative and impactful campaigns. "Grey Days" celebrates the color grey, a brand emblem since the 1980s, symbolizing its bold presence in urban streets worldwide. This seven-minute film, filled with historical vignettes, captures the brand's essence thanks to the talents of Thom Glover, Daniel Wolfe, Elliott Power, and Norm Li.

The Magic Touch

‍Incorporating art into a marketing strategy is more than a trend; it's a proven method to create a strong emotional connection with consumers. Using art allows storytelling in a visual and immersive way, engaging the audience on a deeper level. By associating art with your brand, you create memorable experiences that set your business apart in a saturated market.

Chris Davis, New Balance's Chief Marketing Officer, highlights: "This film not only celebrates what grey means to us as a brand, but also what it represents to our consumers." The film reflects the authenticity, versatility, and timelessness of the grey color, attracting a diverse audience from supermodels in London to sneakerheads in Tokyo.

Associated Products

‍To celebrate this campaign, New Balance is organizing a "Grey Days" event from May 17 to 19 at Slate at The Row KL. This event showcases the new collections and offers workshops to customize grey-themed accessories. Participants can also win exclusive pairs of grey sneakers.

Simultaneously, New Balance will unveil several exclusive products throughout May, including the WRPD Runner, the 1906R, and the Fresh Foam X 1080 "Grey". These models, available online and in selected stores, embody the brand's timeless quality and style.

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