New Balance Marks Grey Days 2026 in India with Retail, Community and Cultural Activations
Brand brings together running communities, retail experiences and café collaborations across major Indian cities
New Balance celebrated Grey Days 2026 in India through a series of activities spanning retail, sport, community engagement and cultural experiences. The annual global initiative highlights Grey, the brand’s signature colour, which represents its heritage, craftsmanship and design philosophy.
This year’s programme included community runs, the launch of a new retail concept store and collaborations with cafés across multiple cities.
Community Runs Held Across Five Cities
The celebrations began with 5K community runs organised in Mumbai, Delhi, Bangalore, Hyderabad and Pune.
More than 900 runners participated in the initiative, bringing together individuals from various backgrounds through a shared interest in running and fitness.
The runs formed a key part of the Grey Days programme, focusing on community participation and active lifestyles.
New Retail Concept Store Opens in Noida
A central highlight of the campaign was the opening of New Balance’s New Retail Concept Store at DLF Mall of India, Noida.
The launch marked an important milestone for the brand’s retail presence in India.
The event featured New Balance ambassadors Janhvi Kapoor and Pat Cummins in a neighbourhood-inspired setting. Activities included a fireside discussion and an interactive cricket session designed to engage attendees.
Café Collaborations Extend Grey Days Experience
As part of the wider campaign, New Balance partnered with cafés in Delhi, Mumbai and Bengaluru to extend Grey Days beyond traditional retail environments.
The brand transformed:
- Common Time in Delhi
- Boojee Café in Mumbai
- Araku Café in Bengaluru
Each location was designed around the Grey Days theme and featured visual installations, community-focused experiences and interactive workshops.
The activations aimed to highlight craftsmanship, creativity and self-expression while creating spaces for conversation and community engagement.
According to the brand, the café takeovers were intended to reflect the role of community, culture and creativity within the Grey Days initiative.