The award-winning artist will debut the New Balance 204L in high fashion campaign
Boston, MA – July 9, 2025 – Today, Grammy award-winning musician Rosalía officially joins the New Balance family of ambassadors and athletes, bringing her craft as a singer, songwriter, and producer, alongside her dynamic fashion sense to the brand’s roster. Rosalía’s purposeful and bold presence connects movement, music, and style with her work, creating culture across the globe.
“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,” says Chris Davis, Brand President and Chief Marketing Officer at New Balance.
To kick off the ambassadorship, New Balance will launch a bold five-part campaign starring Rosalía. Shot with cinematic intensity, the campaign unfolds like chapters of a film—each moment capturing a new layer of her journey as she steps into this role with confidence and purpose. It begins at New Balance headquarters in Boston, where Rosalía sets off on a cross-city mission. From driving to New York, to delivering a mysterious package, the narrative builds with striking visuals and layered symbolism. The package—revealed to be a custom painting of a New Balance x Rosalía logo—signals a powerful artistic union. Through each chapter, Rosalía makes it clear she is unafraid to break barriers and share her unique vision for what’s to come between her and the global athletic brand.
The campaign includes Rosalía debuting the New Balance 204L, the latest Lifestyle model that combines the worlds of sleek, low-profile retro runners with premium, all-over suede and heavily overlayed 2000’s tech. The 204L will release globally in July through New Balance channels.
“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,” says Rosalía.
Rolling out today, the campaign was produced by creative agency American Haiku and directed by Alex Prager with lighting by cinematographer Robert Elswit (Magnolia, There Will Be Blood, Ripley).
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 10,000 associates around the globe, and in 2024 reported worldwide sales of $7.8 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information visit http://newbalance.newsmarket.com.
About Rosalía
ROSALÍA is a two-time Grammy and 12-time Latin Grammy Award-winning artist and producer who has rapidly ascended to the forefront of global pop with her innovative musical fusions and distinctive style. Her groundbreaking album "El Mal Querer" blended Flamenco with other timeless Spanish music styles, earning her a Grammy and eight Latin Grammys, including Album of the Year, and marking her as the first Spanish-language artist nominated for Best New Artist at the Grammys. In 2022, she released "MOTOMAMI," a critically acclaimed album she wrote, performed, recorded, and produced, which debuted at #1 on Spotify’s Global Album Chart, scored the highest Metacritic rating of the year, and fueled her sold-out MOTOMAMI WORLD TOUR. ROSALÍA's innovative performances, including on Saturday Night Live and a Grammy-nominated TikTok Live event, have further solidified her status as a trailblazer.