Grammy award-winning musician Rosalía has joined New Balance as an ambassador.
To kick off the ambassadorship, New Balance will launch a bold five-part campaign starring Rosalía. It begins at New Balance headquarters in Boston, where Rosalía sets off on a cross-city mission. From driving to New York to delivering a mysterious package, the narrative builds with striking visuals and layered symbolism.
The package—revealed to be a custom painting of a New Balance x Rosalía logo—signals a powerful artistic union.
The campaign includes Rosalía debuting the New Balance 204L, the latest Lifestyle model that combines the worlds of sleek, low-profile retro runners with premium, all-over suede and heavily overlayed 2000’s tech. The 204L will release globally in July through New Balance channels.
Chris Davis, Brand President and Chief Marketing Officer at New Balance, said, “Rosalia reflects the celebration of independence that the New Balance brand has represented since 1906. We are honored to welcome her into our family with the goal of personifying her creativity, unique individuality, and courage to defy convention. Rosalia is much more than a globally renowned cultural icon. She doesn’t follow trends, she creates them. Together, we will rewrite the rules through a coauthored strategy focusing on product and storytelling – being atypical is what unites us.”
Rosalía said, “My love for fashion and design has only grown over the years. I’ve always been a fan of New Balance, and that’s why working with the brand is especially exciting for me. I love how New Balance has brought sport and culture closer together in recent years and I couldn’t be more excited and grateful to be an ambassador.”
