Rosalía Brings Her Bold Style to New Balance in a New Global Campaign

In a move that fuses sport, fashion, and culture, Grammy-winning artist Rosalía has joined New Balance as their latest global ambassador. Known for her genre-defying music and distinctive fashion sensibility, Rosalía is not just fronting a campaign, she is helping co-create it. The partnership begins with a powerful five-part campaign that highlights her creativity, individuality, and refusal to follow conventional rules.

The campaign opens at New Balance’s headquarters in Boston and follows Rosalía to New York as she delivers a package containing a custom painting of the New Balance x Rosalía logo. This moment marks the start of a collaboration that aims to go far beyond typical celebrity partnerships. Each chapter of the campaign showcases a unique facet of Rosalía’s vision, celebrating her bold presence in the world of music and fashion.

At the center of this collaboration is the debut of the New Balance 204L, a fresh lifestyle sneaker that draws from the low-profile aesthetic of retro runners while integrating modern materials like all-over suede and intricate overlays inspired by early 2000s tech. The new model is set to release globally in July and stands as a visual representation of how New Balance and Rosalía are blending past influences with contemporary flair.

Chris Davis, brand president and chief marketing officer at New Balance, explained the decision behind the partnership by calling Rosalía a true icon who embodies the spirit of the brand. He emphasized that she represents independence, creativity, and boldness, aligning perfectly with the company’s identity since its founding in 1906. He also noted that Rosalía does not just set trends, she creates her own space within them.

Rosalía echoed that sentiment, sharing her excitement about working with a brand she has long admired. She said her love for fashion and design has only deepened over the years, and that collaborating with New Balance feels like a natural extension of her artistic journey. What excites her most is how the brand brings sport and culture closer together, something she feels deeply connected to.

The campaign has been brought to life by the creative agency American Haiku, with visual direction by Alex Prager and lighting by Oscar-winning cinematographer Robert Elswit, known for his work on films like Magnolia and There Will Be Blood. With such a high-caliber team behind it, the launch is expected to draw massive attention across both fashion and lifestyle audiences globally.

This collaboration is more than a typical endorsement. It signals a new direction where artists like Rosalía are not just the face of a brand but integral voices in its creative evolution. From product design to visual storytelling, her imprint is visible throughout the campaign.

For those who have followed her journey from music stages to fashion runways, this partnership is another step in Rosalía’s growing influence across industries. And for New Balance, it is a statement that the brand is committed to moving culture forward through bold and meaningful partnerships.

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