Rosalía is New Balance's New Global Ambassador A meeting of style, vision and independence

Rosalía has been officially appointed as the new Global Ambassador of New Balance. A partnership that stands out not only for the prestige of the name involved but also for the cultural and symbolic significance it represents: the singer is a tangible example of breaking boundaries, personal exploration, and an unmistakable sense of style. Her ability to blend musical genres and aesthetic influences, creating an authentic creative language, reflects New Balance’s commitment to telling new stories through its products. Rosalía’s official debut with New Balance took place through a dedicated campaign that also introduced the launch of the new New Balance 204L. The project unfolds as a visual narrative with a cinematic structure reminiscent of serialized storytelling, built around a symbolic journey through the cities and identities that helped define the brand.

The narrative begins in Boston, the historic headquarters of the company, where the artist embarks on a journey that leads her to New York, in a visual crescendo rich in cultural references and aesthetic suggestions. The mysterious package Rosalía carries with her, later revealed to contain a work of art featuring the co-created logo with New Balance, becomes a metaphor for the encounter between two mutually influential worlds: that of sport and that of art, of innovation and tradition. The new 204L, the core of the campaign, embody this spirit of fusion and innovation. The model is inspired by low-profile silhouettes from the 2000s, reimagined with premium materials like full suede and sophisticated details that highlight its lifestyle character. Available starting in July, the sneakers emerge as the tangible emblem of a meeting between retro elegance and contemporary functionality. In commenting on the collaboration, Rosalía highlights the personal value of the initiative, expressing excitement and gratitude for a partnership that allows her to delve deeper into her passion for design and fashion. Her words are echoed by Chris Davis, Brand President and Chief Marketing Officer of New Balance, who celebrates the artist’s arrival as a turning point. For the brand, Rosalía represents an example of creative freedom, an authentic voice who doesn’t follow trends but sets them.