New Balance partnered with Anghami for Grey Day 2022 – a unique, annual celebration of the iconic grey colourway. Grey Day is New Balance’s day to celebrate it’s sneakers, clothing and heritage in grey.
The concept showed support to local talent for an experiential Grey Day event. The two brands, who are known for ripping up the script and doing it their own way, formed a strategic partnership and put the spotlight on two performers, Amy Roko and Lil Eazy.
Grey Day 2022 gave young artists a platform to express their creativity and share their voice, with a fresh track available to stream and download.
New Balance and Anghami launched the song and associated video, titled “Grey Day 2022”, on May 21, kicking off the ongoing partnership with both style and sound. The track hit 63k streams within 48 hours and has reached 540k streams to date.
The Arabic-language track conveys the power of the perfectly balanced tone while spotlighting the Saudi hip-hop scene.
The creative credits:
Anghami: Ramy Alkadhi
Event: Adam Griffiths – 3DB
PR Agency & Comms: StickyGinger PR
