NEW BALANCE GREY DAYS LAUNCH
Year: 2025
Company: Mongoose
Location of Event: Singapore
Every May, New Balance celebrates Grey Days—its global tribute to the heritage and cultural symbolism of the brand’s iconic colour. In 2024, the celebration coincided with the ultra-rare release of the New Balance 1300JP, launched only once every five years. To mark this milestone, Mongoose partnered with New Balance to deliver a multi-layered series of activations designed to engage media, consumers, and the running community across Singapore.
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To sustain buzz throughout the campaign period, we transformed four retail stores—Limited Edt Somerset, LE Vault Somerset, Limited Edt MBS, and New Balance VivoCity—into fully branded Grey Days environments, creating a cohesive and immersive brand presence across the island.
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New Balance Vivo Store:
Limited Edition Somerset:
LE Vault Somerset
Limited Edition MBS:
On 8th May 2025, the opening launch of the Grey Days campaign, an exclusive media and KOL launch was held at the New Balance VivoCity store, featuring DJ performances, grey-themed F&B, roving instant prints, customised door gifts, and a 5km sunset run into Sentosa.
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See event video highlights below:
Later on 20th May, the community run activated the running audience, kicking off at iRun Somerset and concluding at Limited Edt Somerset with an in-store celebration, complete with refreshments, music, and product trials of the Grey Days collection.
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See photos below:
I led the entire campaign end-to-end across all locations and event days. My responsibilities included:
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Conceptualization & Planning: Leading the full creative and strategic direction from idea to execution.
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Production Management: Overseeing build, logistics, timelines, and on-site delivery across four transformed stores and two standalone event days.
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Mall & Venue Liaison: Working closely with mall management, store partners, and venue operators for approvals and operational coordination.
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Permits & Licensing: Preparing and securing all required paperwork, permits, and compliance documents.
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Partner & Stakeholder Management: Coordinating with New Balance’s key retail partners — Limited Edt and iRun — to align campaign rollout and store activation plans.
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Vendor Coordination: Managing all external partners including F&B vendors, printers, photographers, videographers, AV teams, and production suppliers.
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Grey-Themed F&B Creation: Collaborating with caterers to create customised grey-coloured New Balance–branded food and refreshments.
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Photography & Videography: Overseeing all content capture for media, retail transformations, and event documentation.
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Crew Training & Management: Recruiting, briefing, and overseeing event crew across multiple activations.
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Budget Oversight: Managing budget allocation, quotations, and cost control across all deliverables.
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Door Gift Production: Producing premium Grey Days door gifts for media and KOL guests.