It may seem counterintuitive but it's good to go grey, even in a world of colours. Back in the late 70s and early 80s, New Balance's answer to all-white runners messed up by the urban elements was grey running shoes. The fondness of the colour soon took over the brand's aesthetics and ethos. As Paul Kaseumsouk, New Balance's Business Unit Manager explains, "Grey is balance. Grey is neutral. Grey is calming." Can't argue with that. More than just a colour, grey has turned into a philosophy of the brand. So much so, that it has been marketed into New Balance's Grey Day (held on 10 May). But never underestimate the power of belief as the one-day event has proved so popular that it has stretched over a whole month. That's right, the forecast for the whole of May is a month full of Grey Days.

For this week (14-17 May), there will be a host of drops to empty your wallets for and a pop-up at ION Orchard. The retail space at ION Orchard has turned into a dynamic multi-sport court. Decked out in the signature grey palette, the pop-up will be an immersive experience that looks at New Balance’s storied running culture. With regards to drops, the Grey Days collection featuring both new and existing Grey styles like the 327, 574 and 550 models, is out now in New Balance stores and online.

On 17 May, the Grey Days WRPD Runner and 1906R will be released (image above). The inspiration for these special-edition designs is the "timelessness of stone" and will feature mixed materials and distressed details to give it that "worn-in" look. We are especially drawn to the 1906R model aka "Moonrock" for that space dust appearance. The debut of the Fresh Foam x 1080 "Grey" (image below) drops on 20 May. The shoes come in a suede detailing and that perennial, tonal grey colourway.

But that's not all. A short film was created to further commemorate the event. Titled, Grey Days, the film takes us on a journey of New Balance's place in sneaker culture. Made out of several vignettes, each section portray a different aspect of the brand’s history. Made in collaboration with, up-and-coming American Haiku, and creative directors like Thom Glover and Daniel Wolfe, alongside Elliott Power, director of photography Norm Li, 1960s retro animation from Stray London and still photography by Samuel Bradley.