The 204L
Reach cruising altitude.
Boston, MA, July 2025 – New Balance introduces the 204L, an unexpected and understated new lifestyle model that takes ‘70s and 2000s running inspired style to new heights.
A unique yet familiar silhouette, the 204L pulls together design elements from both past and present New Balance favorites and fuses slim structure with tech-inspired texture. The result – the retro aesthetic that many know and love in a sleek, low-profile sneaker.
“When designing the 204L, we knew we wanted to offer a versatile, sleek sneaker while producing something new and fresh. It was a true collaborative effort working alongside our product manager, developer, and team of designersto bring this model to life. The shoe is designed to stand out from other New Balance models with this convergence of two different eras, set to be released in unique materials and colorways,” said Pierome Sar, Senior Designer at New Balance.
The 204L was debuted by New Balance’s latest global brand ambassador, Rosalía, earlier this summer. The Grammy award-winning musician shows off the shoe in a high fashion campaign, demonstrating its versatility and its refined yet athletic style.
The 204L will be available globally on NewBalance.com and select retailers beginning on July 30, 2025, for a suggested retail price of $110.
Product details:
• Multi-piece upper with embossed overlay
• Screen-printed graphics along the saddle
• Distinctive outsole with 2000s-inspired strike path and 70s-influenced tread pattern
• Double-stacked suede 'N' logo
• Premium suede upper
• EVA outsole
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.