New Balance 'Grey Days' 2026 Campaign Launches Again at atmos

atmos is launching the 'New Balance “Grey Days”' campaign again this season. This campaign also features the debut of the new atmos exclusive model “U20105K7” nicknamed “Wasabi”. For this edition of “Grey Days,” the message is being broadcast under the concept of “Grey X.” “X” serves as a metaphor for “intersection,” representing the junction between New Balance's origin, “Grey,” and the street culture that atmos has cultivated. atmos, acting as a curator that creates these intersections, reinterprets “Grey” not just as a color but as an “intersecting concept” by combining its built history with modern culture to launch this season's campaign. The key message is “My Grey,” conveying the idea that grey is not just a simple color but a culture that intersects with one's personal style, and atmos aims to be the entity that spreads this narrative. The key visual features artist “guca owl,” who also represents the atmos exclusive model “U20105K7” “Wasabi” launching on Friday, May 1, 2026. guca owl’s stance of embodying the reality of the streets and continuously updating culture with a unique style has a high affinity with this season's concept “Grey X.” Furthermore, the attitude of expanding culture through personal interpretation without being bound by existing frameworks links perfectly with the philosophy of “MY GREY.” During the campaign period, “Quick Wipes” will be available for customers who make purchases at atmos stores (excluding some locations). Additionally, at atmos Blue Omotesando, Shinjuku, Joinus Yokohama, Shinsaibashi, and Hakata stores, a “Quick Clean Kit” will be provided to those who purchase “Grey Days” target products. (Both offers are available while supplies last.) #GreyX #Mygrey #greydays2026 https://www.atmos-tokyo.com The shop name “atmos” is derived from “atmosphere,” reflecting the desire to be a shop that is naturally there, like the air. atmos opened its head shop in Harajuku, Tokyo, in 2000. With the theme of sneakers as fashion, the store features a sneaker wall. It broadcasts Tokyo's sneaker culture to the world through collaborations with national brands, exclusive models, and the testing and marketing of the latest products. https://shop.newbalance.jp/shop/ Based in Boston, Massachusetts, New Balance's mission is to demonstrate responsible leadership, creating global brands that athletes are proud to wear, employees are proud to create, and communities are proud to host. Founded in 1906 as a manufacturer of arch support insoles and orthopedic shoes to correct flat feet, New Balance is now a leading athletic brand developing footwear and apparel for running, lifestyle, tennis, baseball, football, and golf. https://www.instagram.com/gucaowl_official?igsh=MTF5N2d3czhsOWJnbQ%3D%3D Born on November 11, 1998, a rapper from Higashiosaka City. Belonging to WILD SIDE ENTERTAINMENT. At age 18, he built a studio with friends and released "Konya wa Hadashide" in 2019 and the album "BOHEMIAN JOKE" in 2020. In 2021, he released the EP "past & highway," created after a traffic accident, and the music video for "High Wall" made his name known nationwide. In October 2022, he released the lead single "DIFFICULT," and in April 2023, he released the album "ROBIN HOOD STREET," which was selected as the #1 best hip-hop album of 2023 by Music Magazine in December of the same year. In 2024, with two singles "Think About It" and "Working Class King," he toured 5 cities nationwide.