To celebrate “Grey Days”, we linked up with documentary photographer Sam Davies to chat about what grey means to him. “‘Grey Days’ makes me think of London,” says Davies, “growing up in a city with grey architecture and grey surroundings.” He also adds that “London’s identity is grey” making it a blank canvas for “any creative that wants to grow here”. It’s not just a colour, it’s a foundation. 

Davies brings the colour grey into his work: “I shoot black and white a lot, grey tones play a massive role in my work – it’s where the emotion lies and you can see the deepness of the image.”

Alongside our chat with Sam Davies, New Balance has brought together a range of NB athletes and ambassadors – including the likes of Aminé and LA Clippers’ Darius Garland – to feature in this year’s “Grey Days” campaign, raising the NB grey flag and paying tribute to the brand’s rich heritage.