Sydney was getting its own Grey Store - the first of its kind in the Southern Hemisphere. With a meticulously curated offering of iconic pieces and covetable drops, it promised fans the very best of New Balance, distilled into a single store.

To generate even more hype around the store’s opening, we created an exclusive run of fragrances inspired by iconic New Balance sneakers, and invited fans to ‘experience the essence of New Balance’ at the store launch.

‘Original’ featured notes of leather, cotton socks, and freshly mowed grass - paying tribute to the original dad shoe. ‘Performance’ featured notes of leather, rubber and hardwood floor - an homage to the original performance basketball shoe. Each perfume bottle even came in its own little shoebox.

New Balance Distilled made headlines in the likes of Sneaker Freaker, Man of Many and Body & Soul, and attracted fans in the thousands on opening day.