Kuala Lumpur, 14 May 2026 – New Balance continues its annual Grey Days celebration in Malaysia with the launch of the Grey Days Pop-Up at The Paper, APW Bangsar, transforming the space into a Grey Neighbourhood that brings the brand’s signature colour to life through community, culture, and storytelling.
Grey Days is a month-long homage to everything New Balance represents – uniting the brand’s family of ambassadors, athletes, and communities through a series of special-edition product releases, immersive experiences, and stories that celebrate the enduring influence of grey.
Originally introduced in the 1980s as a practical solution for urban running, grey quickly became a defining element of New Balance’s design language. At a time when bright colours dominated the market, the brand’s choice to embrace grey reflected its commitment to craft, quality, and fearless independence – blending seamlessly into the concrete and asphalt of city life while standing apart in its understated confidence.
Today, grey remains an iconic symbol of New Balance globally – representing versatility, timelessness, and a quiet expression of individuality that transcends sport and style.
Building on this legacy, Grey Days 2026 in Malaysia extends beyond product into experience. From 14 to 17 May, The Paper at APW Bangsar is reimagined as a Grey Neighbourhood – inspired by the everyday rhythm of the city and the spaces where communities naturally meet.
Designed as a community-first environment, the pop-up brings together runners, sneaker enthusiasts, local creatives, athletes, and everyday city dwellers, reflecting how the brand exists in real life – at the intersection of movement, culture, and self-expression.
Further reinforcing its commitment to creativity and community, New Balance collaborates with Jefr Studio, a local creative force, to bring an artistic dimension to the space through Grey Canvas – a live, participatory installation where guests co-create artwork using tonal shades of grey.
Complementing this collaboration is an exclusive Grey Days bandana series, designed by Jefr Studio in two distinct iterations inspired by movement, individuality, and community – serving as a wearable expression of the Grey Days spirit.
Visitors can also explore the Grey Days collection across lifestyle and performance categories, featuring key silhouettes such as the Fresh Foam X 1080v15, FuelCell Rebel v5, and the latest ABZORB series – each reflecting New Balance’s continued evolution in innovation, craftsmanship, and timeless design through its signature grey palette.
Rolling out throughout May, key launches include The Grey Shop featuring classic grey footwear and apparel, alongside new releases such as the ABZORB 2010, ABZORB 2000, ABZORB 5030, and ABZORB 1890 – reinterpreting heritage running influences through contemporary design and visible technology.
As the Grey Days celebration continues throughout May, the Grey Neighbourhood Pop-Up at APW Bangsar is now open to the public from 14 to 17 May 2026, inviting communities to experience the world of New Balance through its most iconic colour.
Grey Days 2026 Details:
| Pop Up Information | Details |
| Opening Hours | 14 – 15 May (Thu & Fri): 11am – 10pm 16 – 17 May, (Sat & Sun): 10am – 10pm |
| Curated Experiences at the Grey Neighbourhood | |
| Experiences | Details |
| Grey Loop Photo Studio | Step into the Grey Loop for a guided, editorial-style photo moment. Guests are directed through three curated poses, capturing a seamless, one-shot visual that reflects the spirit of Grey Days – ready for collection shortly after. |
| Grey Canvas | An artistic expression of grey in collaboration with Jefr Studio. Guests are invited to co-create a collective artwork using tonal shades, guided by a featured creative, reinterpreting Grey Days through texture, form, and personal expression. |
| Grey Moments | Transform your everyday shots into timeless keepsakes. Through a hands-on analogue process, guests develop their own images into film-inspired prints – a tactile tribute to craft, creativity, and the beauty of slowing down. |
| Grey Games | A playful nod to nostalgia. Guests can unwind with a curated selection of games – from Grey Cards to Grey Words and Grey Blocks – designed to spark connection and community within the neighbourhood. |
| Grey Diner Reward | Complete three experiences to unlock a curated treat at the Grey Diner, and share your Grey Days journey on social media for a chance to win an exclusive Grey Days footwear.* |
| GWP Experience | Grey Days Bandana* Receive an exclusive Grey Days bandana created in collaboration with Jefr Studio, with a minimum spend of RM499, including at least one (1) Grey Days item. Available at the Grey pop-up, online and all NB stores. Limited‑Edition Grey Days Ceramic Cup* Receive a limited‑edition Grey Days ceramic cup with a minimum spend of RM699, including at least one (1) Grey Days Grey item. Available at the Grey pop-up and selected NB stores. |
*While stocks last. Terms & conditions apply.
The Grey Days collection is now available at newbalance.com.my and at selected New Balance stores, with in-store availability limited to selected models.
Connect with us on New Balance Malaysia’s Facebook page: @NewBalanceMalaysia and share your experiences using #NewBalanceMY #GreyDays2026