New Balance welcomes Rosalía as the latest global ambassador, marking an exciting new chapter for the iconic brand.
Two-time Grammy and 12-time Latin Grammy winner Rosalía has joined the New Balance family as its newest global ambassador. Known for her groundbreaking fusion of Flamenco with contemporary sounds in albums like El Mal Querer and MOTOMAMI, Rosalía has become a global icon not only in music but also in fashion and culture. Her fearless creativity and bold style make her a perfect fit for New Balance’s independent and innovative spirit.
Rosalía’s Impact on New Balance
Since 1906, New Balance has championed individuality and breaking conventions. Brand President and CMO Chris Davis says, “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.” Rosalía’s unique voice promises to elevate the brand’s storytelling and product innovation.
A Cinematic Campaign
To launch the partnership, New Balance unveiled a cinematic five-part campaign starring Rosalía. The story begins at New Balance’s Boston headquarters and follows her journey to New York City on a mysterious mission — delivering a package that reveals a custom New Balance x Rosalía logo painting. The campaign layers striking visuals with symbolism, reflecting both Rosalía’s artistic vision and New Balance’s heritage.
Introducing the New Balance 204L
Rosalía also debuts the New Balance 204L, a lifestyle sneaker that blends ’70s retro runner design with modern tech and premium suede overlays. Launching globally in July, the 204L perfectly captures the fusion of sport and culture that Rosalía and New Balance embody.
Rosalía on the Collaboration
“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,” Rosalía shared. “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.”
Looking Ahead
With Rosalía now part of the New Balance family, the brand is set to push creative boundaries even further. This partnership highlights the powerful blend of music, fashion, and sport — showing that breaking rules and celebrating individuality remain at the heart of New Balance’s vision for the future.
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