New Balance brings ‘Grey Days’ to India, blending sports, culture & community

Retail spaces are increasingly evolving beyond transactional storefronts into cultural and community-driven experiences, particularly in categories like fashion, sneakers, and sportswear. Global brands are now investing in immersive retail formats that combine product discovery with storytelling, creator collaborations, and live experiences to build stronger emotional connections with younger consumers.

This shift has become especially visible in India, where rising demand for premium lifestyle products and sneaker culture has pushed brands to rethink how they engage with audiences offline. From community events and athlete-led conversations to experiential flagship stores, brands are increasingly positioning retail as a space where sport, entertainment, and culture intersect.

Against this backdrop, New Balance celebrated its Grey Days 2026 campaign to India alongside the launch of its first New Retail Concept store at DLF Mall of India, Noida. The event featured brand ambassadors Pat Cummins and Janhvi Kapoor, and included interactive, community-focused elements such as a fireside-style conversation and a fun cricket session.

The launch forms part of the company’s broader strategy to strengthen its retail presence in India while creating more immersive consumer experiences. The concept store brings together the brand’s performance and lifestyle categories in a format centred on storytelling, product exploration, and community engagement.

Grey Days celebrates the brand’s signature grey colour and is historically positioned as a global campaign highlighting the heritage, craftsmanship and independent spirit. In India, the activation was adapted in a local neighbourhood-inspired setup while bringing together sports and entertainment personalities to drive wider consumer relevance.

Reinforcing this narrative, Pat Cummins, Australian cricketer and New Balance ambassador, highlighted the brand’s growing connection with India and its evolving cultural footprint. “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,” underscoring the brand’s intent to build experiences that go beyond performance and resonate more deeply with today’s consumer.

Reiterating the brand’s global vision while tying it to regional growth, Stuart Henwood, Senior Director, New Balance, Middle East, Africa & India, positioned Grey Days as a reflection of the brand’s enduring ethos and long-standing design philosophy. “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” he said, emphasising the company’s commitment to building deeper, more meaningful consumer connections across markets.

Adding a cultural and personal lens to the celebration, speaking about the campaign and the store launch, actress and New Balance ambassador Janhvi Kapoor reflected on what the campaign represents from a style and identity standpoint. “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,” she shared, highlighting the emotional resonance the brand continues to build with a new generation of consumers.

On the India strategy front, Radeshwer Davar, Country Manager, New Balance India, underscored the significance of the latest retail milestone and the brand’s growing footprint in the market. “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,” he noted, pointing to the brand’s continued investment in experiential retail and long-term growth in India.

With the Noida launch, New Balance joins a growing list of global brands attempting to reposition physical retail as a cultural touchpoint rather than just a sales channel - reflecting a broader shift in how brands are approaching consumer engagement in India’s evolving lifestyle market.

Disclaimer: This article has been produced on behalf of New Balance by Times Internet’s Spotlight team.