FOOTDISTRICT and New Balance celebrate Grey Day in Barcelona

Grey is an essential hue for New Balance to the point where it has come to be associated with the company. Grey Day was created by New Balance as a day to honor the history and legacy of color in the company. FOOTDISTRICT wanted to take part with an exclusive event in Spain that was themed around the Moon, a celestial body that has a strong connection to grey just like the American company does.

This season’s New Balance Grey Day was accompanied by the release of Moon Daze, four models inspired by the possibility of a stellar journey and created in response to the question, “What if a New Balance was the first shoe on the moon?” 550, 580, 9060 and More Trail V3 in grey versions and with special details that reinforce the history of their relationship with the satellite.

Grey, a color and a symbol for New Balance, has been present during the week that it has taken center stage in FOOTDISTRICT. The campaign’s tagline is “Moon Daze,” and it has helped us learn about the lunar surface through a self-produced editorial, an investigation into the varied interpretations of gray in popular culture, and a presentation event at the Barcelona store, which was the location selected by New Balance to announce Grey Day and the beginning of Moon Daze.

The action began a few days ago with the placement of posters in the streets of Madrid and Barcelona, establishing a link between the streets and gray in which New Balance demonstrates its impact. In keeping with our past practices, flyers were also affixed to the Outer Shelf, a virtual environment made by FOOTDISTRICT where the campaign also took place.

On Friday the 12th, the Barcelona store hosted the Grey Day presentation, where celebrities such as Martí Gonzalo, Pau Muñoz, Alex Chiner, Jorge Román, Estefanía Pedrero, and Diego Velasco, as well as customers and guests, enjoyed the store transformed into a space travel center. The Moon Daze special edition sneakers were displayed in a zero gravity stand, and the catering, cocktail bar, and staff all wore achromatic tones, the event’s dress code.  The rain created an unexpectedly fitting grey sky, but it didn’t stop guests from arriving right away.

ALVVA and DJ Charles Louis, who went through the gradient of tones ranging from dark to light, were in charge of creating the right sound environment.

Attendees were able to take home a variety of souvenirs from their lunar visit, including photos from the photo booth and the footprint of their first visit to the satellite. We wish they had brought back with them the memory of a starry night.

The New Balance Grey Day experience is still available on Outer Shelf. Moon Daze silhouettes are available online as well as in stores in Madrid and Barcelona.