Those who frequent Orchard Road would be familiar with Uncle Chieng. The owner of the ice cream cart along Ngee Ann City is often seen in a casual ensemble, greeting his customers with the brightest smile and, of course, ice cream. As part of the New Balance’s Grey Day 2021 campaign, Uncle Chieng was seen decked out in grey New Balance pieces, serving customers from his cart that had a similar transformation between May 12 to 18.
Launched on May 15, New Balance celebrated Grey Day with “Worn by anyone”, a message that embraces the spirit of individuality. The occasion also pays homage to their iconic grey colourway.
“Grey Day is an important heritage story we can tell around our signature grey colourway and classic, 574 silhouettes. Our tagline of ‘Worn by Anyone’ is a nod to the past, present and future of these iconic models,” said Pat Cassidy, Global Director, Consumer Marketing & Athlete Activation of New Balance.
The 71-year-old ice cream uncle and four creatives who transcended convention through their craft, Hu Ruixian, Malik Mazlan and Jon and Nathaniel, were ambassadors of the campaign.
According to New Balance, “grey has become synonymous with their brand’s heritage and independent spirit”. And while Uncle Chieng may seem “out of place” in the line-up, New Balance believes that he “embodies grey as he stays resilient throughout the years, becoming one of the must-visit places for tourists as well as a place of nostalgia for Singaporeans”.
Inquisitive minds and New Balance fans are encouraged to participate in their in-store activities at their Paragon outlet. Expect an immersive and interactive grey exhibition where the public can engage with the installation and share what the colour means to them. The store will also house the exclusive Grey Day capsule collection that includes the iconic 574, 57/40, 327 and 991 in multiple variations. The activities will run from May 12 to May 31.
(Images: New Balance)