#Japan #Tokyo #New Balance #ABC-MART #Grey Days

ABC-Mart Unveils 'Grey Days 2026'

ABC-Mart is excited to announce the launch of its annual celebration, "Grey Days 2026," starting on May 1, 2026. This month-long event pays homage to the color gray, a defining characteristic of the New Balance brand. Gray symbolizes craftsmanship, quality, and bold uniqueness, key elements that have solidified New Balance's identity over the years.

Embracing the Essence of Gray

The essence of gray goes beyond mere color; it represents a blank canvas of possibilities, freedom of choice, and self-expression. Gray enhances individuality rather than overshadowing it, allowing each person's uniqueness to shine. Through this festival, ABC-Mart aims to explore and express the diverse aesthetics associated with gray, showcasing how this versatile color can amplify personal styles.

The event will feature 35 individuals, including renowned comedian Obata no Oniisan and leading fitness trainer AYA, who share a love for New Balance. Each participant will present their unique interpretation of gray in visuals that embody the spirit of the campaign. This diverse expression highlights the depth, freedom, and originality that gray can offer.

Exclusive Products and Experiences

As part of the 'Grey Days' celebration, there will be a limited release of exclusive products, including specially designed gray shoes from New Balance. Throughout the month, ambassadors and athletes will gather to participate in various events, sharing stories and presenting the enduring allure of gray.

ABC-Mart will host pop-up stores at six locations across Japan. These stores will showcase New Balance’s gray shoes while offering styling advice and an immersive shopping environment. The pop-up will also feature a special screening of videos dedicated to the 'Grey Days' concept, engaging customers in the celebration.

During the event, customers can participate in a unique 'Shoelace Custom' service, where they can personalize their shoes. Additionally, customers at specific locations can witness an art installation by artist Karin, which deconstructs and reassembles 25 parts of the New Balance 574 shoe, showcasing the brand's acclaimed craftsmanship. For customers spending over 25,000 yen, ABC-Mart will present an original sacoche bag as a complimentary gift while supplies last.

Pop-Up Store Details

Participating Locations:

• - ABC-Mart Grand Stage Ginza Store (May 1 – May 20)
• - ABC-Mart Grand Stage Lalaport Yokohama Store (May 1 – May 20)
• - ABC-Mart Grand Stage Nagoya Sakae Store (May 1 – May 27)
• - ABC-Mart Grand Stage Lalaport Fujimi Store (May 1 – May 27)
• - ABC-Mart Grand Stage LUCUA Osaka Store (May 1 – May 20)
• - ABC-Mart Grand Stage Sendai Esuparu Store (May 1 – May 27)

Special events like 'Shoelace Custom' will occur on designated days, allowing customers to enhance their purchases through personalization.

Additional Promotions

In addition to pop-up stores, customers purchasing selected items will receive a hand towel featuring the New Balance logo and a mystery charm. These items reflect the 'Grey Days' theme, offering an exclusive touch to each purchase.

A broader giveaway will reward customers spending over 15,000 yen in 30 stores with a two-pack hand towel set between May 1 and while supplies last. Another promotion for purchases over 8,000 yen will reward buyers with a mystery charm.

Engaging with Our Community

To further engage the community, ABC-Mart is launching a social media campaign from May 1 to May 17, where participants can post photos of their favorite gray New Balance shoes using specific hashtags to receive exclusive stickers.

Company Overview

Founded in 1985, ABC-Mart has established itself as a leading retailer specializing in shoes, apparel, and accessories. With a commitment to quality and customer satisfaction, ABC-Mart continuously strives to create unique shopping experiences.