New Balance has marked Grey Days 2026 in India with the launch of its first New Retail Concept Store at New Balance in DLF Mall of India, bringing together sport, lifestyle, and community-led retail innovation.
The celebration featured brand ambassadors actress Janhvi Kapoor and cricketer Pat Cummins, reinforcing the brand’s positioning at the intersection of performance and culture.
Grey Days, a global initiative by New Balance, highlights the brand’s signature grey palette, symbolising its heritage, craftsmanship, and independent design philosophy. The new retail concept store introduces an elevated consumer experience built around product discovery, storytelling, and community engagement.
The launch event included a neighbourhood-inspired setup with a fireside chat and interactive cricket session, creating an immersive and culturally relevant experience for consumers in India.
According to New Balance leadership, the expansion in the MEAI region reflects a continued focus on meaningful retail experiences and deeper consumer connection, while reinforcing the brand’s long-term growth strategy in India.
