Madam X features in the New Balance 'Grey Day' Campaign

New Balance first came up with 'Grey Day' back in 2018, and celebrated the cultural impact of the brand’s iconic grey shade along with the footwear designs that made it iconic in the first place. The footwear brand commemorating this year’s celebration with a campaign that highlights three local community leaders across the U.K. and their families, from Liverpool, Manchester and London. The campaign features rising football star Harvey Elliott alongside his younger brother Harrison and musical duo Roosevelt, aka K S R, with DJ and workout leader Madam X and her sister Zoe Vassilakis.

DJ Madam X started off her workout platform back in lockdown, with her sister who both share a passion for music and physical fitness. They describe their relationship as one of 'balance', with their opposing personalities making their partnership perfect for each other. The 2022 'Grey Day' collection from New Balance includes three signature models; the XC-72, 57/40 and 327, all created with uppers that feature 50% or more recycled content. The hero silhouette is the 574 core, which is an updated version of the newly launched 57/40 silhouette, also available in a tonal grey color.