Five-part campaign to spotlight her creative journey and debut new sneaker model
Grammy-winning artist Rosalía has officially joined New Balance as its newest global brand ambassador. The partnership brings together her influence as a singer, songwriter, producer, and fashion icon with New Balance’s longstanding commitment to individuality and creative expression.
“Rosalía reflects the celebration of independence that the New Balance brand has represented since 1906,” said Chris Davis, brand president and chief marketing officer at New Balance. “She doesn’t follow trends-she creates them. Together, we’ll rewrite the rules through product and storytelling.”
To launch the ambassadorship, New Balance has unveiled a five-part campaign that follows Rosalía from the brand’s headquarters in Boston to New York City, where she delivers a custom painting of the New Balance x Rosalía logo. Each chapter of the campaign highlights her vision and the evolving collaboration.
The campaign also marks the debut of the New Balance 204L – the brand’s latest lifestyle model. Inspired by retro runners and early-2000s tech, the 204L features premium suede overlays and a sleek silhouette. The sneaker will launch globally this July via New Balance’s official channels.
“My love for fashion and design has only grown over the years,” said Rosalía. “I’ve always admired how New Balance brings sport and culture together. Becoming a part of that is incredibly exciting and meaningful for me.”
The campaign was created by American Haiku and directed by Alex Prager, with cinematography by Oscar-winner Robert Elswit (There Will Be Blood, Ripley).
