Iconic And Historic On The Journey Of Running Shoes, New Balance Celebrates Gray Essence

JAKARTA - Gray is an iconic identity for the footwear and apparel brand from Boston, United States, New Balance. Gray has strong historical value. For this reason, its existence is often celebrated as a form of appreciation for history.

Taking place in May, New Balance celebrates this momentum. Where this is a special opportunity for consumers and communities to celebrate the essence of gray.

In celebrations, it was said that in the 1980s, New Balance first released gray running shoes, which were considered a breakthrough when the majority of shoes ran at that time were white. The presence of this color has succeeded in attracting the attention of runners in the United States, because gray is considered versatile; in line with the asphalt color that becomes a running track, but is also suitable for daily life with any style.

In Indonesia, New Balance wants to invite all people to express their characters and identities authentically. This year, New Balance brings the spirit of 'gression speaks in principle, not volume,' simple, let the work talk. Like gray, calm, but still character. We want this special month not just to launch a product, but to become a pop culture movement that has an impact on various communities, such as sports, music, arts, films, and others," said Martina Harianda Mutis, Sports Brand Marketing General Manager of MAP Active at the New Balance Senayan City store, recently.

On this occasion, New Balance presents a collection of special shoes and applications from the lifestyle line to performance with a variety of gray colorways. Some of the series that released the latest gray colorways were 1000, 740, 550, Fresh Foam 1080 v14, and others. Meanwhile, the highlights of this year's collection are 1906 Loafers available in limited quantities, then ABZORB 2010 and 471, which are only available exclusively online starting May 22.

1906 Loafers are shoes that combine formal silhouettes with conveniences such as running shoes, which are available pre-salely at the New Balance Senayan City store starting today. 1906 Loafers have been targeted by New Balance collectors around the world, and are available in limited quantities in Indonesia. These shoes are priced at retail price of IDR 2,599,000.

To spread this spirit, New Balance collaborated with director Joko Anwar as an inspiring collaborator.

"In my work, I feel that I don't need to appear frequently in the public, enough of my film to speak. For me, gray is a statement, it's not striking but conveys many things, like the film I made. For example, Satan Servants, horror films that don't need a lot of jumpscare, actually feel calmer but have an impact because they highlight the psychological side of the character. Meanwhile, the suspension in Bukit Duri uses a gray palette as a symbol of complex issues, where there are no completely correct or wrong figures, all contribute to the conflict that occurs, "said Joko Anwar;.

The Grey Days 2025 series is still continuing with the Grey Run event on Saturday, May 10, 2025. On this occasion, New Balance will launch the Grey Days edition of the Fresh Foam 1080 v14 running shoes. These shoes carry Fresh Foam X technology on very soft and responsive midsoles, as well as flexible upper engineering and follow the shape of the feet.

The Grey Run event will be attended by the New Balance Run Club (NBRC) community along with dozens of other running communities in Jakarta. This activity will cross the Senayan City, Sudirman, and SCBD areas, with the agenda of 5K Fun Run, 100 meters Dash Sprint, as well as music performances from Diskoria and Jevin Julian.

In closing the series of celebrations, on May 16, New Balance will hold a Grey Note event at the Fountain Plaza Senayan City. This event is specifically intended for buyers of pre-sale 1906 Loafer, loyal customers, and collectors to enjoy the evening of jazz music in the nuances of Grey Days which is full of meaning and appreciation for the work.

Grey Days is not just a celebration of color, but also a move that raises the courage to look authentic and consistent in self-values. This is a space for Indonesian talents to celebrate a calm lifestyle but still have character.