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.
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.
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.
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.
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.