Why Did New Balance Name Its New Apparel Collection 'NB GREY'?

In July 2025, New Balance is set to launch its apparel collection, NB GREY. Centered around the theme of 'the intersection of sports and culture,' the lineup is tailored for the modern city dweller.

While its functionality and design are certainly noteworthy, the collection's name is what first catches the eye. Despite offering bright colors like light blue and yellow, why call it 'Grey'?

We spoke with Makoto Ozawa from the New Balance Japan Marketing Department to uncover the meaning behind the name and the story of the collection's creation.

A Name that Bridges the Past and Present

"Although the name includes 'Grey,' it's not exclusively a grey-colored collection. You'll also find colors like light blue and yellow, with mint green set to debut in the fall.

So, why did we name it 'NB GREY'? As you may know, grey is a vital color that symbolizes our brand. By crowning the collection with this name, we're expressing our hope that it will become a new, long-cherished staple for New Balance."

The name is also packed with other meanings. One of them is New Balance's spirit of innovation.

The 'M620,' which debuted in 1980, is said to be the very first grey running shoe. At the time, sports shoes were dominated by white and other vivid colors, but the grey 'M620' completely upended that convention. It was a revolutionary move, and runners of the era reportedly embraced the new grey shoe with great enthusiasm.

The reason they chose gray was because it matched the asphalt and cobblestones of Boston, the city where the company was founded. Gray was the optimal color choice for "running in the city," going beyond the track and field. This ethos is definitely alive and well in "NB GREY," a collection positioned for "wearing in the city" and packed with sports-derived functionality.

"We also see gray as a color that embodies diversity. After all, you can call the entire gradient between black and white 'gray.' We want to create a collection that embraces all kinds of individuality. And, through this collection, we hope to express New Balance's theme: 'the intersection of sports and culture.'"

The pioneering spirit cultivated throughout its history and the diversity valued in modern society are encapsulated in the name "NB GREY." You could say it's New Balance's declaration of intent—to connect the past with the present and weave the fabric of the future.

A Comfort You Can Only Appreciate by Wearing It

New Balance already has several apparel collections. Notably, "WAIST TO TOE," introduced in 2019, and its evolution, "MET24," launched in 2021, are collections packed with stylish items, true to their concept of "city-spec wear for the urban dweller."

So, what sets the newly launched "NB GREY" apart from its predecessor, "MET24"? And how are they differentiating the two?

"The wearing occasions aren't drastically different, but the target age group has shifted slightly. While fans of 'MET24' were often adults who have been long-time fans of New Balance sneakers, 'NB GREY' aims to appeal to a younger audience."

Indeed, a glance at the "NB GREY" collection reveals a lineup of items with a more youthful, vibrant feel. And as mentioned earlier, it also features bright colors that can serve as a stylish accent to any outfit.

"That said, we don't create with a 'trend-first' or 'design-first' mentality. At our core, we are a sports brand. We still place immense importance on functionality and fit."

While the specific matrix of features varies by item, the key functional characteristics of "NB GREY" apparel are stretch, quick-drying properties, water repellency, and a lightweight feel.

"On top of that, the element we value most is comfort. It's the same philosophy that underpins our shoemaking, which is rooted in wearing comfort. We pursued the most comfortable patterns, making repeated adjustments down to the millimeter."

We've heard from customers who've worn the pieces, expressing their surprise with comments like, "The comfort is beyond anything I imagined." This sentiment certainly echoes the praise often heard for New Balance sneakers.

You can experience an incredible comfort that exceeds all expectations—something you only truly understand once you put it on. In both concept and substance, "NB GREY" is an apparel collection that faithfully inherits the philosophy of New Balance's shoemaking.

Aiming to Be the "990" of Apparel

The New Balance brand is extremely well-known, not just in its home country of America, but across Europe and Asia as well. However, this recognition is overwhelmingly for its footwear.

In light of this, "NB GREY" is also tasked with boosting the visibility of "New Balance apparel."

"Until now, our lifestyle apparel in Japan has been led by collections like 'MET24' and 'TOKYO DESIGN STUDIO.' These are available not only in Japan but also across Asia.

We want to take these global and build more buzz around New Balance apparel. That's why we launched 'NB GREY' as a collection that originates from Asia."

To put it simply, "NB GREY" aims to become "the '990' of apparel"—in other words, a product that serves as the face of the brand.

"We're going to be rolling out down jackets, fleeces, sweatshirts, and matching sets, making the lineup even more exciting. I'd love for you to come see the pieces in person and try them on."

"NB GREY" is an apparel collection that fearlessly merges sports and culture while honoring New Balance's core identity. It's already making waves since its recent debut, and we're definitely keeping a close watch on what comes next.