New Balance proudly announces Grammy-winning artist Rosalía as its newest global brand ambassador. Known for her genre-defying music and bold fashion identity, Rosalía represents a fusion of independence, artistry, and cultural impact—ideals that align closely with New Balance’s legacy since 1906.
Chris Davis, Brand President and CMO of New Balance, commented, “Rosalía is more than a global cultural icon—she’s a trendsetter and a fearless creator. Her individuality and defiance of convention embody everything New Balance stands for. Together, we’re building a narrative that goes beyond fashion or performance—this is about rewriting the rules.”
To mark the start of this dynamic partnership, the brand unveiled a cinematic five-part campaign featuring Rosalía. Directed by Alex Prager and produced by American Haiku, the campaign plays out like a visual story. It begins at New Balance’s Boston HQ and follows Rosalía on a symbolic journey to New York, ending with the reveal of a co-created logo—a custom painting that symbolizes this groundbreaking collaboration. The storyline showcases her fearless style, independent voice, and artistic flair.
In the campaign, Rosalía also debuts the New Balance 204L, a sleek, retro-inspired lifestyle sneaker with premium suede overlays and early 2000s tech details. The 204L is set to launch globally in July through official New Balance outlets.
Speaking on the collaboration, Rosalía shared, “My love for fashion and design keeps growing. I’ve always admired New Balance’s ability to connect sport with culture, and becoming an ambassador is both exciting and meaningful for me.”
The announcement signals New Balance’s continued focus on creative storytelling, unconventional partnerships, and expanding its cultural footprint through music, fashion, and design.
