New Balance Malaysia has launched the Grey Days Pop-Up at The Paper, APW Bangsar, transforming the space into a Grey Neighbourhood that embodies the brand’s signature colour through community and storytelling.
Grey Days is a month-long celebration of New Balance’s identity, featuring special-edition product releases and immersive experiences that highlight the significance of grey.
Initially introduced in the 1980s for urban running, grey became a hallmark of New Balance’s design, symbolizing craft, quality, and independence, while seamlessly integrating into city life.
Today, grey is an emblem of New Balance worldwide, representing versatility and a quiet expression of individuality that transcends sport and style.
Grey Days 2026 in Malaysia, from 14 to 17 May at The Paper in APW Bangsar, transforms into a Grey Neighbourhood, celebrating community through spaces where people gather. The pop-up unites runners, sneaker enthusiasts, local creatives, athletes, and city dwellers, embodying the brand’s essence at the crossroads of movement, culture, and self-expression.
Further reinforcing its commitment to creativity and community, New Balance collaborates with Jefr Studio to bring an artistic dimension to the space through Grey Canvas – a participatory installation where guests co-create artwork using shades of grey. This collaboration includes an exclusive Grey Days bandana series, designed by Jefr Studio, serving as a wearable expression of the Grey Days spirit.
Visitors can explore the Grey Days collection featuring key silhouettes like the Fresh Foam X 1080v15, FuelCell Rebel v5, and the ABZORB series. Key launches throughout May include The Grey Shop with classic grey footwear and apparel, along with new releases like the ABZORB 2010 and ABZORB 2000, reinterpreting heritage running influences through contemporary design.
Grey Days 2026 Details:
| Pop Up Information | Details |
| Opening Hours | 14 – 15 May (Thu & Fri): 11am – 10pm 16 – 17 May, (Sat & Sun): 10am – 10pm |
| Curated Experiences at the Grey Neighbourhood | |
| Experiences | Details |
| Grey Loop Photo Studio | Step into the Grey Loop for a guided, editorial-style photo moment. Guests are directed through three curated poses, capturing a seamless, one-shot visual that reflects the spirit of Grey Days – ready for collection shortly after. |
| Grey Canvas | An artistic expression of grey in collaboration with Jefr Studio. Guests are invited to co-create a collective artwork using tonal shades, guided by a featured creative, reinterpreting Grey Days through texture, form, and personal expression. |
| Grey Moments | Transform your everyday shots into timeless keepsakes. Through a hands-on analogue process, guests develop their own images into film-inspired prints – a tactile tribute to craft, creativity, and the beauty of slowing down. |
| Grey Games | A playful nod to nostalgia. Guests can unwind with a curated selection of games – from Grey Cards to Grey Words and Grey Blocks – designed to spark connection and community within the neighbourhood. |
| Grey Diner Reward | Complete three experiences to unlock a curated treat at the Grey Diner, and share your Grey Days journey on social media for a chance to win an exclusive Grey Days footwear.* |
| GWP Experience | Grey Days Bandana*Receive an exclusive Grey Days bandana created in collaboration with Jefr Studio, with a minimum spend of RM499, including at least one (1) Grey Days item.Available at the Grey pop-up, online and all NB stores. Limited‑Edition Grey Days Ceramic Cup*Receive a limited‑edition Grey Days ceramic cup with a minimum spend of RM699, including at least one (1) Grey Days Grey item.Available at the Grey pop-up and selected NB stores. |
*While stocks last. Terms & conditions apply.