Hong Kong – As part of its 45th anniversary celebrations under the theme “Always Here, Made for More! ”7-Eleven has partnered with New Balance and its global Grey Days event to launch a collectible series featuring six of the brand’s iconic sneaker silhouettes reimagined as miniature 3D puzzle models.
The “Mini Sneaker Puzzle” series recreates six classic New Balance models — the 574, 2002, 2010, 990v6, 204 and 1300 — in miniature form, with each silhouette available in two colourways for a total of 12 designs. Eleven variants will be distributed as blind-box collectibles through 7-Eleven stores and the yuu rewards platform.
A hidden edition of the New Balance 1300, inserted in approximately one in every 20 blind boxes, serves as the campaign’s rare collectible, while another exclusive 1300 colourway will be available only at selected New Balance stores.
Each puzzle sneaker is made up of six detachable components, including the sole, upper, laces and logo pieces, allowing customers to assemble the models themselves. The collectibles also feature miniature design details inspired by the original footwear, including the “MADE IN USA” stamp on the 990v6 and metallic accents on the 204. Magnetic bases and reusable mini shoebox packaging are also included as part of the set.
The campaign launches on 20 May across participating 7-Eleven and selected New Balance stores in Hong Kong. Customers can redeem the collectibles through FunStamps, physical stamps or yuu loyalty points accumulated via eligible purchases, with FunStamp redemptions exclusive to Hong Kong.
The collaboration follows a series of lifestyle-focused initiatives by 7-Eleven in Hong Kong, including its debut at ComplexCon Hong Kong 2026 earlier this year alongside local creative brands, as well as a retro fashion collaboration with a local streetwear figure.
