Footwear

New Balance's 2022 "Grey Day" Campaign Stars Pioneering DJ Madam X

Keeping it in the family.

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New Balance's 2022 "Grey Day" Campaign Stars Pioneering DJ Madam X

Keeping it in the family.

New Balance first coined “Grey Day” back in 2018, celebrating the cultural impact of the brand’s legendary grey shade alongside the shoes that made it iconic in the first place.

Taking place on May 21, the footwear brand is commemorating this year’s celebration through a campaign that spotlights three local community leaders across the U.K. and their families, from Liverpool, Manchester and London. Starring in the campaign is rising football star Harvey Elliott alongside his younger brother Harrison and musical duo Roosevelt, aka K S R, alongside DJ and workout leader Madam X and her sister Zoe Vassilakis.

DJ Madam X kicked off her workout platform back in lockdown, alongside her sister who both share a love for music and physical fitness. They describe their relationship as one of “balance,” as their opposing personalities make them the perfect pairing.

The 2022 “Grey Day” collection includes three signature New Balance models; the XC-72, 57/40 and 327, all made with uppers that feature 50% or more recycled content. The hero silhouette is the 574 core, an updated version of the newly introduced 57/40 silhouette, also available in a tonal grey colorway.

Check out the campaign in full above and while you’re here take a look at the latest collection from ADERERROR and Birkenstock.

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