The collaboration includes a hot new track, young regional talent and the Anghami studio expansion
Dubai, UAE – 23 May 2022: Nobody loves grey as much as New Balance. The sportswear giant’s annual Grey Day returned May 21, celebrating the signature hue with a music video and the launch of a groundbreaking collaboration with Anghami, the leading music and entertainment streaming platform in the Middle East and North Africa (MENA). Urban, lyrical and ultra-catchy, the track is now available on the streaming platform, showcasing the talents of Saudi hip hop artists Amy Roko and Lil Eazy.
Grey Day is New Balance’s unique celebration of the grey colorway and this partnership takes things to the next level. Two challenger brands known for ripping up the script and doing it their own way, the fearlessly independent way, have formed a strategic partnership, with New Balance’s Grey Day 2022 as the ignition point.
Giving the youth in the region a platform to express their creativity and share their voice is close to both brands core business principles, with the Grey Day 2022 song and music video as just the start of what’s to come.
New Balance and Anghami launched the song and associated video, titled “Grey Day 2022” on May 21, kicking off the ongoing partnership with both style and sound. The track has now hit 63k streams within 48 hours. What’s the vibe? It’s all about grey. May 21 is Grey Day and the Arab language track conveys the power of the perfectly balanced tone, while promoting the Saudi hip-hop scene – and putting a spotlight on the two performers.
The New Balance music video is the start of a special journey with Anghami and will feature influential Saudi rapper Amy Roko, along with Lil Eazy, a Somali hip-hop artist, born and raised in the Kingdom. The homegrown entertainers are partnering with both brands and will be featured as part of the upcoming New Balance takeover of the Anghami platform.
Rapper, comedian and beauty pioneer Amy Roko said: “This collaboration is just phenomenal. It’s exciting to see how New Balance is working with Anghami to bring this music video to life, and it has been an amazing experience. This is no doubt one of my favourite collaborations. I know that my audience will love it because New Balance is undeniably hip and I’m all about being on trend.”
As part of the long-term brand partnership, the Middle East music streaming service is extending the current Anghami Studios facility. The enhanced space will allow New Balance to work more closely with regional music talent, creating original content that will drive youth culture, fashion, music and more – as well as supply artists with hottest kicks and fits available.
General Manager of New Balance Middle East, Africa and India, Stuart Henwood said: “Music and sneaker culture have always shared a special relationship globally and regionally. Our consumer trends are demonstrating that music is at the top of our consumer passion points and our goal is to integrate that passion point with our key brand global moment – we call it Grey Day”.
He added: “We are collaborating with Anghami, given the great synergy across both brands. They are one of the leading music streaming platforms in the region and we share a common goal to connect and engage with our consumers in a unique, authentic way. This collaboration is only the start of a journey, and we’re excited to continue. There’s more to come, so watch this space. We got now!”
Senior Manager of Anghami, Ramy Al-Kadhi, said: “It made sense for us here at Anghami to align with New Balance, as the two brands share the same spirit. We’ve produced music with artists, for the brand, to tap into the booming hip-hop culture in Saudi Arabia, and celebrate their authentic talent. At Anghami, we want to give youth a platform to share their voice, and this is why partnering with New Balance, who share the same values, is yet another step towards our ultimate goal.”
The impact and influence of New Balance’s legendary grey shade and the shoes that made it an icon are celebrated every year in May. New releases are always a key part of each Grey Day, but New Balance have some extra special elements as part of the 2022 release. Focusing on three models, the 57/40, XC-72 and 327, New Balance’s green leaf standard now applies to select footwear.
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