NEW BALANCE GREY DAYS

Grey first entered the New Balance design language in the 1980s as a practical choice for
urban runners. While competitors embraced neon hues and bright whites, New Balance
introduced grey as a choice that blended seamlessly with the concrete and asphalt of city
running. What began as a unique choice quickly evolved into a defining expression of the
brand – one that has shaped its identity for decades.

This year’s campaign offers an invitation into the world of grey, brought to life by a cast of
New Balance athletes and ambassadors including Sydney McLaughlin-Levrone, Darius
Garland, Marvin Harrison Jr., and Andrew Reynolds. From Aminé raising the Grey Days flag
in celebration to Quincy Wilson narrating “The Origins of Grey,” each individual lends their
own authentic personality to the campaign, united by the unwavering foundation of grey.

May 1: The Grey Shop launches in New Balance stores and on NewBalance.com
with new and existing grey styles including the FuelCell Rebel v5, 1080v15, P400,
Coco CG2, Numeric Andrew Reynolds 993, Numeric Tiago Lemos 1010, and more,
in addition to a selection of classic grey apparel.

 BRIONI AND BWT ALPINE FORMULA ONE TEAM

Brioni and BWT Alpine Formula One Team announce their partnership for 2026, introducing its sartorial excellence to the pinnacle of motorsport. The collaboration brings into dialogue two disciplines driven by precision and performance, where savoir-faire and engineering converge through a shared pursuit of excellence.

The Enstone-based team, with a strong heritage and track record of seven World Championships since the early 90s, is now embracing a new era in Formula One with brand new regulations with a strong start to the 2026 season, scoring at each race so far and currently 5th in the FIA Formula One World Championship.

BWT Alpine Formula One Team will represent Brioni during key moments and special events through their leadership team who will be wearing tailored Brioni looks.

SOREL CALLSIGN HORIZON

Born in a snowstorm in 1962, SOREL was created at the Kaufman rubberfactory in Kitchener, Ontario to protect Canadians from frozen winter conditions. Using a still-signature combination of handmade rubber, wool, and full grain buff leather, Kaufman created the now-iconic Caribou boot. From taking the first steps on the North Pole to their adoption as the first snowboarding boots in the 80’s, the Caribou established SOREL as a brand to be trusted in any elements and on any adventure. The brand is now based in Portland, Oregon and has steadily expanded into a year-round supplier of premium footwear and accessories. Known for merging reliable performance with daring aesthetics, SOREL has earned a fiercely loyal following across a diverse landscape of marketplaces ranging from snow sports and streetwear to travel and luxury. The SOREL brand continues to push boundaries, collaborating with artists, explorers, and visionaries from arctic landscapes to Paris runways.

1st of May is coming up, and no matter how you’re planning to spend it, you’ll probably end up walking a lot. Park, pavement, gravel, dancefloor, random backyard, 5AM streets… you get the idea. If there’s a shoe for days like this, it’s the SOREL Callsign Horizon