New Balance’s 2025 “Grey Days” campaign is more than an homage to its signature color—it’s a sophisticated marketing ecosystem blending cinematic storytelling, phased product drops, and global localization. By redefining grey as a cultural cornerstone, the brand continues crafting one of the most distinctive identities in contemporary sportswear.

In a marketplace drowning in noise and sameness, The Ordinary cracked through with a bold, bizarre, and brilliant campaign—selling eggs in Manhattan. But beneath the absurdity lies a calculated strategy built on cultural provocation, economic empathy, and a deep understanding of what today's consumers crave: relevance, not just products.