Rosalía joins New Balance as latest global ambassador

Grammy-winning musician Rosalía has joined New Balance as an ambassador. She brings her experience as a singer, songwriter, producer, and her fashion style to the brand’s roster.

“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 launch the ambassadorship, New Balance will roll out a five-part campaign featuring Rosalía. The campaign starts at New Balance headquarters in Boston and follows her on a trip to New York to deliver a package. The package contains a custom painting of a New Balance x Rosalía logo, marking their partnership. Each part of the campaign highlights her role and vision for the collaboration.

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. 

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).