NEW BALANCE LINKS WITH ANGHAMI FOR GREY DAY 2022
The collab includes a hot new track, young regional talent and the Anghami studio expansion
Nobody loves grey as much as New Balance. Grey Day returned May 21, celebrating the signature hue with a music video and the launch of a groundbreaking collaboration with Anghami, the leading music and entertainment streaming platform in the Middle East and North Africa (MENA). Urban, lyrical and ultra-catchy, the track is now available on the streaming platform, showcasing the talents of Saudi hip hop artists Amy Roko and Lil Eazy.
Grey Day is our unique celebration of to the grey colorway and this partnership takes things to the next level. Two challenger brands known for ripping up the script and doing it their own way, the fearlessly independent way, have formed a strategic partnership, and we are using Grey Day 2022 as the ignition point for this partnership.
Giving the youth in the region a platform to express their creativity and share their voice is close to both brands core business principles, the Grey Day 2022 song and music video is just the start of what’s to come.
Rapper, comedian and beauty pioneer Amy Roko said: “This collaboration is just phenomenal. It’s exciting to see how New Balance is working with Anghami to bring this music video to life, and it has been an amazing experience. This is no doubt one of my favourite collaborations. I know that my audience will love it because New Balance is undeniably hip and I’m all about being on trend.”
The impact and influence of New Balance’s legendary grey shade and the shoes that made it an icon are celebrated every year in May. New releases are always a key part of each Grey Day, but New Balance have some extra special elements as part of the 2022 release. Focusing on three models, the 57/40, XC-72 and 327, New Balance’s green leaf standard now applies to select footwear.
Make it grey.
The 2022 Grey Day Collection
As one of the pioneers of lifestyle influencing in the region, Mahmoud Sidani aka Mr. Moudz covers various disciplines from fashion to travel. Having launched his own fashion consultancy in 2015, he continues to build on his brand and develop the wider scene in the region.
Breaking down the power of grey, Sidani explains, “The color grey is monumental to me. It’s the perfect balance between day and night, between right and wrong.” With New Balance built on acceptance and unity, the positivity the campaign represents resonates with him. “Inclusivity is everything to me, so I think every day should be grey day.”
Taking social media by storm with her viral comedy sketches, leading Saudi Arabian content creator Amy Roko continues to go from strength to strength. A proud wearer of the niqab — a traditional face veil — Roko has been steadily pushing for social acceptance of the garment, being an influential figure for young women in the region.
With “Grey Day” honored as a celebration of self-expression and individuality, recruiting Roko was a logical step. Speaking on the importance of fashion she explains, “Since I can’t use my face to express myself, it has to be fashion.”
Having featured in Marvel’s latest Moon Knight, rising Dubai-based, Egyptian DJ Kaboo bridges the gap between the East and West. For the self-proclaimed “Arab Trap King,” repackaging popular sounds in a way that appeals to an audience he’s familiar with is his calling.
“DJing, music production, working out — that’s how I balance my life,” Kaboo says. Really living what he works, his love for music runs deep in his veins, “Music is everything. When I’m going through anything music can calm me down or hype me up. So the answer is music, simple.”