Sep, 30 2025
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When New Balance announced the drop of a grey jersey for São Paulo FC on May 9, 2025, fans across Brazil buzzed with curiosity. The unveiling was covered by Footy Headlines, a site that lives for these kinds of kit drops, and it fit neatly between the club’s February home kit tribute and the later August third‑kit release.
Background: New Balance’s partnership with São Paulo FC
São Paulo’s switch from Adidas to New Balance in early 2024 was more than a commercial shuffle—it signalled a shift toward a brand willing to experiment with bold color palettes. The Brazilian giants, founded in 1930 and boasting a record seven national titles, have always used their kit to tell a story. Their February 2025 home shirt, for instance, marked the 20th anniversary of the 2005 FIFA Club World Cup triumph, featuring a subtle silver trim that nods to that historic win.
New Balance’s “Grey Days” campaign, launched globally in 2023, aims to celebrate the understated elegance of grey in football apparel. Each year the brand rolls out a limited‑edition grey kit for a selection of partner clubs, turning what might be a dull hue into a collector’s item.
The Grey Days special jersey: design and release
The jersey itself stays under wraps in terms of exact design specifics—no official renderings have been released yet. What we do know is that the kit will bear the classic New Balance swoosh, a subtle tonal pattern on the fabric, and the club’s iconic tricolor crest rendered in a muted silver finish. The timing of the May 9 release positions the shirt squarely in the middle of the domestic season, giving supporters a fresh look for the upcoming Copa do Brasil fixtures.
In a short video posted to the club’s official channels, the shirt was shown draped over a mannequin in a minimalistic studio. The background was a concrete wall, accentuating the jersey’s monochrome vibe.
"We’re thrilled to add another shade to our kit family," said Carlos Silva, communications director of São Paulo FC. "The Grey Days release gives fans something unexpected, and it’s another way New Balance is pushing the boundaries of traditional football fashion."
How the grey kit fits into São Paulo’s 2025 collection
São Paulo’s 2025 lineup now reads like a mini‑museum:
- February: home kit celebrating the 20‑year Club World Cup anniversary.
- May 9: Grey Days special grey jersey, limited edition.
- August: third kit featuring a bold orange‑black gradient.
The staggered releases keep the brand in the public eye throughout the season, a strategy New Balance has employed with clubs in Europe and Asia alike. By sprinkling novelty drops among the standard home and away kits, the partnership avoids the fatigue that can set in when a club changes its look every month.
Reactions from fans and analysts
Social media lit up within minutes of the announcement. On Twitter, the hashtag #GreyDaysSãoPaulo trended in Brazil for nearly an hour, with supporters posting mock‑ups of the jersey on classic São Paulo moments—think the 1992 Copa Libertadores final or the 2005 world‑stage victory.
Kit analysts at Footy Headlines noted that the grey palette could become a “stand‑by” for away matches when colour clashes arise, potentially saving the club from having to wear a completely different third kit. “It’s a smart tactical addition,” wrote their senior editor, “and it gives New Balance a fresh canvas for future collaborations.”
On the other hand, a few purists complained that the grey shirt feels “too bland” for a club known for its vibrant red, white and black. Yet even skeptics admitted the limited run could turn the jersey into a future collector’s piece, especially if it’s paired with a commemorative pin or a signed memorabilia set.
What this means for future kit releases
The Grey Days experiment could set a precedent for other South American powerhouses. If the grey jersey sells out quickly—early indications suggest a strong pre‑order flow—New Balance may roll out a similar concept for clubs like River Plate or Flamengo next year.
Moreover, the move underlines a broader industry trend: brands are looking beyond the traditional home/away/third dichotomy. Limited‑edition drops, often linked to cultural events or anniversaries, create buzz that extends beyond the stadium and into streetwear culture.
For São Paulo, the grey kit adds a layer of commercial opportunity. Merchandise stalls at the Morumbi stadium are already stocking mock‑ups, and online retailers have flagged the jersey as a “must‑have” for collectors. If the club’s recent on‑field performances hold steady, the associated surge in jersey sales could provide a modest boost to the club’s already healthy revenue streams.
Key Facts
- Release date: May 9, 2025.
- Manufacturer: New Balance.
- Club: São Paulo FC (São Paulo, Brazil).
- Part of the annual "Grey Days" campaign, now in its third year.
- Design Details: Grey fabric, silver‑toned crest, New Balance swoosh.
Frequently Asked Questions
When will the grey jersey be available for purchase?
According to the club’s official communication, the shirt will hit official stores and the online shop two weeks after the May 9 announcement, with pre‑orders already opening on the same day.
How does the grey kit differ from São Paulo’s regular away kit?
The grey jersey is a limited‑edition piece tied to New Balance’s “Grey Days” theme, whereas the away kit follows the club’s traditional colour scheme of white with red accents and is intended for regular season use.
Why is New Balance focusing on grey jerseys this year?
Grey is meant to showcase a minimalist aesthetic that stands out in a market saturated with bold colours. New Balance uses the colour to highlight technical fabric innovations while offering clubs a fresh visual identity.
Will the grey jersey be used in official matches?
The club confirmed the shirt is primarily for commercial release, but it may appear in select friendly fixtures or as a backup when colour clashes prevent the use of the regular away kit.
How does this release reflect New Balance’s strategy in South America?
By rolling out a distinctive, limited‑edition kit for a high‑profile club like São Paulo FC, New Balance signals its intent to deepen market penetration and compete directly with long‑standing rivals such as Adidas and Nike.