A Month-Long Celebration Honoring the Brand's Iconic "Grey": ABC-MART Hosts New Balance "Grey Days 2026" – Showcasing Unique Charm Through Limited Products and Experiential Initiatives

ABC-MART will host "Grey Days 2026," an annual event focusing on New Balance's iconic "grey" color, starting Friday, May 1, 2026.

Grey is an emblematic color for New Balance, embodying craftsmanship, quality, and bold originality. Its aesthetic has remained unwavering amidst the evolution of numerous models, firmly establishing its position as a brand identity.

"Grey Days" is an annual event celebrating grey, the symbol of New Balance. This event, held for approximately one month, will bring together ambassadors and athletes, featuring the launch of limited-edition products, various events, and storytelling to convey the unique and timeless appeal of grey.

●URL: https://gs.abc-mart.net/feature/31000/

■ Launching "35 Grey Styles in Grey Shoes" to Color with Grey Shoes

Grey represents a blank slate, freedom of choice, self-expression, and above all, independence. It is a color that never diminishes the wearer's individuality; rather, it beautifully enhances their unique self.

For this project, we will feature 35 "NB LOVERs" who believe in the potential of grey, including comedian Obata no Onii-san and Japan's leading charismatic trainer AYA, to unveil main visuals expressing their individual personalities. By creating visuals that highlight their personal styles and lifestyles crafted with unique sensibilities, we symbolically express the concept of this project.

Through diverse expressions, we propose the freedom, depth, and power of grey to bring out originality. The "Grey Days" festival, which accelerates your individuality, is about to begin.

■ Pop-up Stores to be Held at 6 Locations Nationwide

In conjunction with this campaign, pop-up stores will be held at 6 ABC-MART GRAND STAGE locations. In-store, we will feature New Balance grey shoes, symbolizing "Grey Days," along with styling suggestions, creating a space where visitors can experience their charm.

Additionally, during the period, Grey Days items will be released sequentially, and a movie conveying the concept of Grey Days will be shown in stores. Furthermore, we will offer a "shoelace customization" service where customers can enjoy personalizing their purchased shoes on the spot, and an art exhibition featuring artist Karin's work, which disassembles and reconstructs the 25 parts that make up the "New Balance 574" to express New Balance's craftsmanship. Through these diverse contents, we will express the world of "grey" in a three-dimensional way.

Moreover, customers who purchase 25,000 yen or more will receive an original sacoche with ample pockets and excellent usability as a novelty gift.

*Art exhibition will only be held at Ginza store and Lalaport Yokohama store.

【Pop-up Store Implementation Overview】

Holding Stores (Holding Period):

・ABC-MART GRAND STAGE Ginza Store (May 1st (Fri) - May 20th (Wed))

・ABC-MART GRAND STAGE Lalaport Yokohama Store (May 1st (Fri) - May 20th (Wed))

・ABC-MART GRAND STAGE Nagoya Sakae Store (May 1st (Fri) - May 27th (Wed))

・ABC-MART GRAND STAGE Lalaport Fujimi Store (May 1st (Fri) - May 27th (Wed))

・ABC-MART GRAND STAGE Lucua Osaka Store (May 1st (Fri) - May 20th (Wed))

・ABC-MART GRAND STAGE S-PAL Sendai Store (May 1st (Fri) - May 27th (Wed))

*Shoelace Customization Dates

〇May 2nd (Sat), 3rd (Sun)

・ABC-MART GRAND STAGE Ginza Store

・ABC-MART GRAND STAGE Lalaport Yokohama Store

・ABC-MART GRAND STAGE Lucua Osaka Store

〇May 6th (Wed)

・ABC-MART GRAND STAGE Nagoya Sakae Store

・ABC-MART GRAND STAGE Lalaport Fujimi Store

・ABC-MART GRAND STAGE S-PAL Sendai Store

■ Novelty Details (Pop-up Stores)

Target: Customers who purchase 25,000 yen or more

Period: From May 1st (Fri) 00:00 onwards *While supplies last

Campaign Benefit: Limited sacoche

■ Original Novelty Gift for Eligible Product Purchasers