New Balance celebrated Grey Days 2026 with the launch of its first New Retail Concept store at DLF Mall of India, Noida, alongside ambassadors Janhvi Kapoor and Pat Cummins. A global celebration of the brand’s signature colour, Grey Days honours the timeless influence of grey — from its origins as a practical choice for runners to its evolution as a defining expression of New Balance’s heritage, craftsmanship, and independent spirit.
The New Retail Concept store introduces a new chapter in New Balance’s retail journey in India— blending the performance and lifestyle universe together through an elevated retail environment designed around product discovery, community, and brand storytelling.
Positioned at the intersection of sports & culture, New Balance brought together its ambassadors in a neighbourhood-inspired setup which featured an engaging fireside chat & an interactive cricket session with the ambassadors—creating a moment that felt both personal and culturally relevant.
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 2026 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 2026 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.”
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