Popular footwear brand New Balance pays homage to Grey Day 2019 with a pop-up store in Hong Kong that will be open to consumers between August 23rd and September 8th. The retail activation is playfully dubbed 'The Grey Store' and with good reason. The interior, as well as the products that are offered through the shop are all-embracing of the colorway. As a result, this facilitates a type of industrial vibe which ties in well with the modern ethos.
Two highlights of the Grey Day 2019 activation are the made-in-USA 997 and the 997 Sport silhouettes. In addition, the footwear company also arranges an "assortment of fan-favorites," including the 990v2, the 990v5, the 991, the 996, the 576, and so on.
Grey-Inspired Sneaker Pop-Ups
New Balance Honers Grey Day 2019 with a Temporary Hong Kong Location
Trend Themes
1. Sneaker Pop-ups - The rise of temporary sneaker pop-up stores is disruptively innovating traditional retail spaces.
2. Colorway-themed Activations - Activations based around a specific colorway is a trend that is catching on in the retail industry, creating new opportunities for brands to connect with consumers.
3. Made-in-usa Footwear - The demand for locally made, high-quality footwear is a trend that brands can use to differentiate themselves in the market and disrupt the traditional supply chain.
Industry Implications
1. Footwear - As seen with New Balance's Grey Day activation, the footwear industry is capitalizing on the trend towards limited edition products and unique retail experiences.
2. Retail - The rise of sneaker pop-up stores and colorway-themed activations is disrupting traditional retail spaces.
3. Manufacturing - The trend towards locally made products, such as New Balance's made-in-USA sneakers, is disrupting the traditional supply chain in the footwear industry and creating opportunities for manufacturers.