Global fashion and music icon Rosalía has officially partnered with New Balance as its newest global ambassador, launching a collaboration that fuses music, movement, and style. Known for her genre-breaking artistry and magnetic presence, the Grammy-winning singer, songwriter, and producer now brings her bold creative energy to the New Balance brand.
Chris Davis, Brand President & CMO of New Balance, commented,
“Rosalía reflects the celebration of independence that the New Balance brand has represented since 1906. She doesn’t follow trends—she creates them. Together, we will rewrite the rules through a coauthored strategy focusing on product and storytelling.”
To debut the partnership, New Balance has released a cinematic five-part campaign starring Rosalía, which begins at the brand’s Boston HQ and journeys through New York, ending with the reveal of a custom-painted New Balance x Rosalía logo—symbolizing their creative alliance.
The campaign also introduces the New Balance 204L, a retro-inspired lifestyle sneaker with premium suede and early-2000s tech overlays, set to launch globally in July.
Rosalía shared her excitement:
“I’ve always been a fan of New Balance. I love how they’ve connected sport and culture. To now be part of that as an ambassador is an honor.”
Directed by Alex Prager, produced by American Haiku, and shot by Oscar-winning cinematographer Robert Elswit, the campaign kicks off a visually striking and emotionally charged new chapter for the brand.
This collaboration reinforces New Balance’s growing cultural footprint—where sport, fashion, and fearless individuality converge.
