New Balance officially welcomes Grammy-winning artist Rosalía as its newest global ambassador, expanding the brand’s growing roster of creatives and athletes. Known for her fearless artistry and fashion instincts, Rosalía brings a distinct perspective that cuts through music, movement, and visual storytelling.
Chris Davis, Brand President and Chief Marketing Officer of New Balance, describes Rosalía as someone who shifts culture through originality. He praises her ability to lead rather than follow and connects that energy to New Balance’s values. Since its founding in 1906, the brand has focused on individuality, and Rosalía’s instinct to challenge convention aligns with that identity. Their future work together will focus on co-created designs and storytelling initiatives that reflect this shared mindset.
To introduce the partnership, New Balance launches an ambitious campaign that follows Rosalía through a five-part story. Structured like a short film, the campaign begins at New Balance headquarters in Boston. From there, Rosalía takes a cross-city trip that leads her to New York, where she delivers a cryptic package. The tension builds visually, with layered references to art, independence, and personal expression. When the contents of the package are finally revealed, it shows a painted image of a custom Rosalía x New Balance logo, marking the start of a creative alliance that promises to evolve over time.
The campaign also includes the debut of the New Balance 204L, a new lifestyle sneaker model. The silhouette draws influence from retro runners while introducing early 2000s-inspired construction through suede and prominent overlays. The 204L offers a balance of visual complexity and wearability, aimed at a fashion-forward audience. It will be available worldwide in July through official New Balance channels.
For Rosalía, this collaboration reflects a natural evolution of her interests in design and fashion. She shares that she’s admired the brand’s ability to bring athletic performance and cultural expression into the same space. As an ambassador, she plans to bring her perspective into future projects that extend beyond footwear.
