Inside the 'Grey Cafe' at Working Title

Between May 23 and 25, São Paulo becomes the epicenter of gray celebration with the arrival of the NB Grey Cafe at the Working Title store in Jardim Paulista. The action, created by New Balance in partnership with Nude, is part of the global campaign Grey Days 2025 and brings an immersive experience that connects style, heritage, and authenticity — pillars that make the gray tone a true symbol of the brand.

The activation transforms the store space into a themed café, where visitors can try two exclusive drinks created by Nude especially for the occasion: the Grey Latte and the Grey Iced Latte. With personalized cups and ambiance, the space invites the public to experience the New Balance lifestyle in a sensory and welcoming way.

But the highlight goes beyond the café: the event also marks the launch of the Grey Days 2025 pack, featuring silhouettes that roam between sports legacy and contemporary aesthetics. Among the models are the classic court 550 and T500, the futuristic 9060, the recently launched 740 with a retro-running vibe, the stylish 1000, which dives into the Y2K vibe, and the versatile Fresh Foam X 1080 v14. The energy pack also presents the brand new ABZORB 2010, which revives the look of the 2000s with a touch of current innovation.

On a global scale, the campaign features heavyweight names representing the brand's versatility and reach. Among the ambassadors are artists like rappers Sainté and Aminé, actress Storm Reid, WNBA star Cameron Brink, Olympic sprinter Gabby Thomas, as well as skateboarders Tiago Lemos (Brazil) and Andrew Reynolds (USA).

NB Grey Cafe – New Balance x Working Title x Nude

📍 R. Bela Cintra, 1966 – Jardim Paulista, São Paulo/SP

📅 May 23 to 25

Friday (23): 3 PM to 8 PM

Saturday (24): 11 AM to 8 PM

Sunday (25): 12 PM to 6 PM