Sportswear brand New Balance has leaned into London‘s silvery skies with its Covent Garden kiosk, which is open until May 10. While it’s themed around gray days, the pop-up represents nothing but blue skies for the label.
“Whether you’re new to the brand or a longtime loyalist, gray embodies the promise of everything that sets New Balance apart. The symbolism of gray has remained central to the brand for decades, and Grey Days 2025 showcases its diverse appeal,” said Brian Lynn, New Balance’s global vice president of lifestyle.
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At the kiosk, visitors receive a Grey Days newspaper and are invited to solve a crossword puzzle on the back. If their answers are correct, they’re able to blindly pick a raffle out of a concealed bag, with the chance to win a gift card which they can redeem in store for a pair of trainers.
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“To us, the kiosk isn’t just a point of sale — it’s a point of storytelling,” said Lee Stuart, New Balance’s EMEA lifestyle brand marketing lead. “It’s a real-world touchpoint where consumers can physically engage with the essence of gray, and in doing so, deepen their connection with the brand.”
New Balance produced 6,000 Grey Days newspapers for the pop-up, which will travel around London and Paris throughout May. In addition to the crossword, each 20-page paper is packed with the Grey Day manifesto, campaign images, and collectible inserts like postcards, and posters.
Last week, New Balance took over The Corner shop space at Nordstrom’s New York City flagship, with a focus on Grey Days for the launch. And the brand has revealed a series of May product releases around the broader Grey Days initiative.
The activation comes on the heels of the announcement that tennis star Coco Gauff partnered with New Balance and Miu Miu on a tennis-inspired apparel collection. The Grand Slam champion will wear pieces from the new capsule during her upcoming tournaments.