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 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 featuring an engaging fireside chat & an interactive cricket session, creating a moment that felt both personal and culturally relevant. 

Stuart Henwood, Senior Director, New Balance, Middle East, Africa & India, said, “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.” 

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.”