New Balance brought a splash of Grey to Dubai with an exciting event at the Mall of the Emirates. The celebration featured the first local screening of the Grey Days 2024 film and the opening of a special pop-up store showcasing the Grey Days collection.
Grey Days Film Premiere
The event kicked off at Vox Cinema with a private screening of the Grey Days film. This short movie, filmed in classic black and white, tells the story of New Balance from its beginnings in 1906 to its current global fame. The film stars New Balance ambassadors like UK rapper Dave, NFL player Chase Young, and skateboarding legend Andrew Reynolds. It was created by American Haiku and features contributions from directors Thom Glover and Daniel Wolfe, writer Elliott Power, and cinematographer Norm Li. The film also includes retro animations by Stray London and photography by Samuel Bradley.
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Grey Days Pop-Up Store
After the film, guests were invited to explore the Grey Days pop-up store, a first for the region. Located in the Mall of the Emirates, this store offers the latest Grey Days collection. Shoppers can find exclusive new pieces and grey versions of popular sneakers like the 550’s, WRPD Runner, and Freshfoam X 1080. The collection celebrates New Balance’s long history and the timeless appeal of the color grey.
New Balance: Continuing the Celebration
New Balance will continue celebrating Grey Days throughout May, honoring their signature color and brand legacy. The Grey Days collection is available in stores and online at NewBalance.co.ae.
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