Over three days, Sunset Boulevard in West Hollywood became more than just a glamorous strip of California roadway; it transformed into an energetic hub, hosting New Balance’s Grey Days—a cultural experience emulating the brand’s dedication to craft, quality, and fearless independence. Even the overcast skies seemed aligned with the Grey Days theme, casting a soft, muted hue in quiet solidarity. This wasn’t a typical product launch or brand activation; no—it was a layered expression of creativity and community.
From the street, the exterior offered clear cues toward the weekend-long exhibition. New Balance iconography emblazoned on the windows piqued curiosity, inviting passersby into something unexpected yet quite thoughtful and considered. There was no spectacle, just an understated sense of intention, enough to draw people in, not with noise, but with presence. Inside, the experience deepened. The space was immersive, echoing New Balance’s values: refined, grounded, and authentic.
Friday evening opened with a private event that brought together different demographics that make up LA’s dynamic ecosystem, from Grey Days campaign stars Storm Reid and Aminé to influential creators and friends of the brand. Many even arrived with a clear understanding, donning grey-toned New Balances—some vintage, others unreleased, but each pair telling its own story.
Upon entry, the atmosphere maintained a spirited allure. Guests sipped Earl Grey–infused cocktails and charcoal margaritas, shared small bites, and swayed to a soulful, upbeat set curated by Soulection resident Andres Uribe. Injecting a lively charm into the venue, the pace of the DJ’s selection quickly shifted the energy, inviting bodies to populate the dancefloor. Night one ended with motion and connection, setting the tone for the rest of the weekend.
While the charm of the previous night’s escapades continued to linger, Saturday began on a more intimate note. Several faces returned for coffee and matcha, each cup boasting subtle New Balance branding in the foam. A collage workshop encouraged attendees to engage their artistic side, awakening dormant creativity brought on by Grey Days' inspiring aura.
Soon after, the tone turned reflective. The weekend’s centerpiece: a panel conversation featuring Aminé, a disruptive force in the music industry, and skateboarding icon Andrew Reynolds, who recently debuted his latest sneaker silhouette with New Balance—the Numeric 933. Moderated by Highsnobiety’s Associate Creative Director L Cardenas, the trio unpacked the tension of living between categories like art and sport and how these moments impact legacy and promote reinvention. It was a conversation anchored in identity, not products, speaking to the importance integrity and longevity over noise and hype. The off-the-cuff dialogue captured why the two powerhouse creators are guiding lights in their respective communities, celebrated not just for their craft but for the determination and self-awareness that keeps them centered.
As the sun dipped, the space transitioned once more. Party-goers moved through the rooms with spritzes in hand while music permeated the venue courtesy of Soulection co-founder Joe Kay. A photo station offered stylized black-and-white portraits, giving everyone a personal memento from a weekend spent in the grey area.
Sunday wrapped everything up on an imaginative note. Another round of coffee greeted the New Balance faithful, followed by an engaging candle-making workshop. The focus remained on mindfulness over haste as participants poured wax, blended scents, and embraced a slower rhythm. A final Soulection set from Olea served as a fitting conclusion to the three-day experience. One by one, guests returned to the portrait station, marking the end of something that, by now, was clearly deeply personal.
Grey Days' departing statement: culture should never be limited. Expressed through its countless collabs and bespoke silhouettes, New Balance always looks past the perceived boundary, striving for more in every aspect. Agnostic of the trend cycle, the footwear icon is only concerned with fostering a coalition of like-minded innovators seeking to write their own narrative. This wasn’t just New Balance showing up in culture; it was New Balance offering a place for others to shape it, too.
Head to newbalance.com for more.
