A newspaper kiosk in Covent Garden invites visitors to engage with New Balance’s legacy color through games and giveaways
New Balance is celebrating the enduring power of grey with a unique activation in London: a “Grey Days” newspaper kiosk in Seven Dials, Covent Garden, open now through May 10.
First introduced in the 1980s for its practicality in urban running shoes, grey has become more than a colorway for New Balance—it’s a symbol of timelessness, craftsmanship, and quiet confidence. With this pop-up experience, the brand brings its philosophy closer to consumers through storytelling, giveaways, and a playful nod to print culture.
Visitors can pick up a free Grey Days newspaper, which includes a crossword puzzle on the back. Those who solve it and return with correct answers will get the chance to “play” by drawing a counter from a concealed bag. Each day, ten grey counters will award lucky participants a New Balance gift card redeemable in-store for a free pair of trainers.
The initiative is part of a monthlong celebration that highlights the brand’s legacy through both new and classic styles—all dressed in grey. Grey Days products will be available globally via New Balance stores, NewBalance.co.uk, and select retailers.
For New Balance, Grey remains a reflection of “fearless independence” and decades of innovation, evolving alongside the silhouettes that define the brand’s history.
