Brand marks Grey Days 2026 with ambassadors Pat Cummins and Janhvi Kapoor at DLF Mall of India, Noida

New Balance celebrated Grey Days 2026 in India with the launch of its first New Retail Concept store at DLF Mall of India, Noida, on 19th May 2026. The event also featured New Balance ambassadors Janhvi Kapoor and Pat Cummins.

Grey Days is observed globally by New Balance as a celebration of the brand’s signature grey colour, which originated as a functional choice for runners and later became associated with the company’s heritage, craftsmanship and design identity.

According to the company, the New Retail Concept store represents a new phase in its retail expansion in India. The store combines performance and lifestyle product categories within a retail format focused on product discovery, community engagement and brand storytelling.

As part of the launch activities, New Balance organised a neighbourhood-inspired setup featuring a fireside chat and an interactive cricket session involving the ambassadors.

Pat Cummins, Australian cricketer and New Balance ambassador, added, “I’m delighted to be a part of the Grey Days celebrations in India. Grey has always been New Balance’s signature colour and it is exciting to see the brand bringing this to life in India - creating spaces where sport, style, and community come together in a very natural way.”

Stuart Henwood, Senior Director, New Balance, Middle East, Africa & India, said, “Grey Days is a celebration of everything New Balance stands for - timeless design, craftsmanship, and an independent spirit that has defined the brand for decades. As we expand across the MEAI region, our focus remains on creating authentic, meaningful experiences that connect our consumers to the essence of New Balance.”

Speaking about the campaign and the store launch, actress and New Balance ambassador Janhvi Kapoor said, “Grey Days celebrates what I personally love about New Balance — its quiet confidence and its ability to stay true to itself while continuing to evolve. It feels great being a part of this celebration that honours the brand’s legacy, timeless design, & brings together the entire New Balance community across the globe.”

Radeshwer Davar, Country Manager, New Balance India, said, “The launch of our New Retail Concept store at DLF Mall of India, Noida marks an important milestone in New Balance’s retail expansion journey in the country. As we continue to strengthen our retail presence, our focus remains on delivering elevated and immersive consumer experiences. Celebrating this milestone with our ambassadors during Grey Days makes it particularly special and reflects the growing momentum of the brand in India.”