Mumbai: Global fashion and music icon Rosalía has officially joined New Balance as its latest global ambassador, marking a bold collaboration that bridges music, movement, and style. Known for her genre-defying artistry and powerful presence, the Grammy-winning singer, songwriter, and producer will now bring her creative spirit to the New Balance family.
Chris Davis, Brand President and Chief Marketing Officer, New Balance, shared, “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.”
To launch the ambassadorship, New Balance has unveiled a cinematic five-part campaign starring Rosalía. The narrative-driven series begins at New Balance’s headquarters in Boston and follows Rosalía on a mysterious, visually symbolic journey to New York, culminating in the reveal of a custom-painted New Balance x Rosalía logo—an emblem of their creative union.
The campaign also debuts the New Balance 204L, a sleek lifestyle model merging retro runner aesthetics with premium suede and early-2000s tech overlays. The 204L will be available globally in July through New Balance channels.
Rosalía expressed her excitement, saying, “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.”
Produced by creative agency American Haiku and directed by Alex Prager, with cinematography by Robert Elswit (There Will Be Blood, Ripley), the campaign marks a visually rich and emotionally resonant beginning to Rosalía’s journey with New Balance.
With this partnership, New Balance continues to strengthen its cultural relevance, inviting audiences into a space where fashion, sport, and bold individuality intersect.
