New Balance Goes Exclusively Grey With Latest Pop-Up Store

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New Balance has opened a pop-up store in Hong Kong that only sells grey products. Naturally, it’s called The Grey Store.

New Balance is kicking-off its Grey Day celebrations with “The Grey Store,” a pop-up store open to the public between August 23 and September 8 in Hong Kong.

The entire store is dedicated to New Balance’s (surprisingly large) grey product range. Grey became a brand recognition symbol after launching a grey color scheme for the NB620 back in 1980.

Fancy some new kicks? Why not go #grey with New Balance?

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September 5th marks this year’s @newbalance Grey Day. It is a celebration of the brand’s synonymous color which first was used in 1980 on the NB620. For this year, New Balance has prepared to celebratory versions of the 997. The 997GD1 replaces the traditional N logo with the wording usually found on the tongue while the 997S sees the classic updated with a modern ENCAP Reveal sole. 📷: @newbalancehongkong #hskicks
A post shared by Highsnobiety Sneakers #HSKicks (@highsnobietysneakers) on Aug 23, 2019 at 12:42am PDT

“Grey Day” will launch the made-in-USA 997 and 997 Sport, featuring “new balance MADE IN USA” text in place of the iconic “N” logo. The shelves of Hong Kong’s Grey Store are stocked with an additional assortment of fan-favorite models like the 990v2, 990v5, 991, 996, 576 and more.

The pop-up remains open until September 8, 2019.

New Balance Grey Store
18 Wyndham St
Central, Hong Kong