Rosalía Joins New Balance as Global Brand Ambassador

Rosalía Becomes New Balance’s Bold New Global Ambassador

Global music and fashion icon Rosalía has been named the latest global brand ambassador for New Balance, the iconic American sportswear company. The Grammy-winning Spanish singer, songwriter, and producer, known for her boundary-pushing artistry and unique style, brings her flair and individuality to the brand’s dynamic roster. This collaboration marks a vibrant new chapter for New Balance as it continues blending sport, culture, and creativity.

A Partnership Rooted in Creativity and Independence

Chris Davis, New Balance’s Brand President and Chief Marketing Officer, expressed enthusiasm for Rosalía joining the family:

“Rosalía reflects the celebration of independence that New Balance has represented since 1906. She personifies creativity, unique individuality, and a fearless desire to defy convention. Rosalía is more than a cultural icon—she creates trends rather than follows them. Together, we will rewrite the rules with a coauthored focus on product and storytelling. Being atypical is what unites us.”

This alignment between artist and brand underscores New Balance’s long-standing identity as a champion of authenticity, innovation, and breaking away from norms.

The Launch: A Cinematic 5-Part Campaign

To announce the partnership, New Balance has rolled out an ambitious five-part global campaign starring Rosalía. The campaign begins at New Balance’s headquarters in Boston and follows Rosalía on a visually rich journey to New York City, carrying an artfully wrapped package. This package reveals a custom New Balance x Rosalía logo painting, symbolizing their creative alliance.

The cinematic and stylistic campaign was developed in collaboration with Brooklyn-based creative agency American Haiku, directed by filmmaker Alex Prager. Acclaimed cinematographer Robert Elswit (known for Magnolia and There Will Be Blood) was responsible for the film’s evocative lighting, enhancing the narrative’s bold and mysterious tone.

Debuting the New Balance 204L Lifestyle Sneaker

A key highlight of the campaign is the introduction of the New Balance 204L, a premium lifestyle sneaker that merges sleek retro runner aesthetics with early-2000s tech features. The 204L sports an all-over suede upper overlaid with distinctive multiple layers, balancing style and comfort. Designed for those who appreciate street-ready looks infused with heritage, the shoe reflects both Rosalía’s artistic edge and the brand’s roots.

The 204L launched globally in July 2025 and is available through New Balance’s official retail and digital channels, inviting fans and sneaker enthusiasts worldwide to experience this fresh offering.

Rosalía’s Connection to New Balance and Fashion

Rosalía shared her excitement about joining New Balance, saying:

“My love for fashion and design has grown over the years, and I’ve always been a fan of New Balance. Their ability to fuse sports and culture is inspiring. It’s thrilling and humbling to become part of the New Balance family.”

Her appointment demonstrates her expanding influence beyond music—her bold fashion choices and dedication to creative authenticity connect naturally with New Balance’s evolving brand vision.

A Strategic Brand Evolution

New Balance has been intensifying its focus on collaborations with artists, creators, and athletes who resonate with younger audiences worldwide. Rosalía’s addition joins a growing list of unconventional influencers who elevate the brand’s cultural relevance without compromising its performance credentials.

The campaign’s multifaceted storytelling—through digital, print, outdoor advertising, and social media—reinforces New Balance’s position as a brand rooted in both innovation and tradition, appealing to diverse, style-conscious consumers.

Rosalía: A Cultural Trailblazer

Born in 1992 in Sant Cugat del Vallès, Spain, Rosalía emerged as a global music phenomenon with her 2018 album El Mal Querer, which earned her multiple Grammy and Latin Grammy awards. She is celebrated for mixing flamenco with hip-hop, electronic, and pop sounds, resulting in a unique genre-defying style. Rosalía’s fearless creativity and cultural impact mirror New Balance’s own legacy of trailblazing independence.

Looking Ahead

In the coming months, Rosalía and New Balance plan a series of co-created projects that go beyond sneakers—encompassing storytelling, product design, and cultural initiatives. Fans can expect innovative collaborations driven by mutual respect for originality and bold expression.