# Branded Newspaper Kiosks New Balance's Grey Days Pop-Up Celebrates a Timeless, Universal Color By Laura McQuarrie | Published 2025-05-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/grey-days References: [theimpression](https://theimpression.com/new-balance-opens-grey-days-pop-up-in-london/)  For a limited time this month in London, [New Balance](https://www.trendhunter.com/trends/grey-day-2) is celebrating its legacy color and the practicality of its urban running shoes with the [Grey Days](https://www.trendhunter.com/trends/grey-days-colorway) newspaper kiosk pop-up. Set up at [Seven](https://www.trendhunter.com/trends/seven-sundays-oatcakes) Dials, Covent Garden, the New Balance Grey Days pop-up invites passersby to pick up a newspaper with a crossword puzzle on the back, and those who return with it solved correctly get a chance to draw a counter from a concealed bag. Daily, winners will walk away with a New Balance gift card redeemable in-store for a free pair of shoes. Outside of this pop-up, and globally, Grey Days products can be purchased to continue the celebration of simple, timeless style. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 73% | Activity: 67% | Freshness: 41% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Pop-up Retail Experiences:** Pop-up retail experiences like the New Balance Grey Days kiosk offer dynamic consumer engagement through temporary, immersive brand interactions. - **Interactive Marketing Campaigns:** Interactive marketing campaigns, such as solving crosswords for prizes, create memorable consumer participation by merging entertainment with brand promotion. - **Limited-edition Product Launches:** Limited-edition product launches tied to pop-up events drive consumer urgency and exclusivity, fostering brand loyalty and buzz. ### Who This Affects Most - **Retail:** The retail industry explores pop-up shops as a low-commitment, high-impact strategy to test new markets and boost brand visibility. - **Sportswear:** The sportswear industry benefits from engaging store experiences that reflect brand identity, enhancing the customer journey and personal connections. - **Publishing and Print Media:** Publishing and print media find new relevance through creative collaborations with brands for unique, branded content distribution. ## Related on Trend Hunter - [Greyscale Lifestyle Sneaker Packs](https://www.trendhunter.com/trends/grey-day-2.md) - [Muted Neutral Earthy Sneakers](https://www.trendhunter.com/trends/grey-days-colorway.md) - [Neutral Tonal Lifestyle Footwear](https://www.trendhunter.com/trends/9060-sneaker-colorway.md) - [Contemporary Engaging Stores](https://www.trendhunter.com/trends/unique-retail-concept-store.md) - [Plush Footwear Pop-Ups](https://www.trendhunter.com/trends/the-monster-den.md) - [Dynamic Running-Focused Retail Concepts](https://www.trendhunter.com/trends/nike-running-the-corner.md) - [Paris Running Pop-Ups](https://www.trendhunter.com/trends/new-balance-paris.md) - [Running Lifestyle Capsules](https://www.trendhunter.com/trends/run-city.md) - [Muted Tonal Heritage Sneakers](https://www.trendhunter.com/trends/grey-matter.md)