Rosalía Named New Balance’s Global Ambassador, Fronts 204L Campaign

Aimee Cherry Quartey
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Rosalía Named New Balance’s Global Ambassador, Fronts 204L Campaign
Rosalía
Spanish pop sensation Rosalía has officially been unveiled as the newest global ambassador for New Balance, spearheading the launch of the brand’s latest lifestyle sneaker, the 204L. The announcement accompanied by a cinematic five-part visual campaign highlights a deeper creative alliance between the artist and the sportswear giant.




The campaign unfolds like a stylish short film: it follows Rosalía, clad in a trench coat, as she traverses from Boston to New York, delivering a mysterious package that reveals her as the face of the 204L sneaker. Crafted by Brooklyn’s American Haiku, directed by Alex Prager, and filmed by award-winning cinematographer Robert Elswit, the storyline reflects a mood of independent creativity and cultural storytelling.


The 204L silhouette offers a low-profile, early‑2000s-inspired aesthetic, blending premium suede and nostalgic design with modern footwear technology. The collaboration represents more than just a celebrity endorsement—it’s a partnership built on shared values of individuality and culture-meets-sport storytelling  .

Reflecting on the collaboration, Rosalía said:

“My love for fashion and design has only grown over the years. I’ve always been a fan of New Balance… I couldn’t be more excited and grateful to be an ambassador.”  
New Balance’s Brand President and CMO, Chris Davis, noted Rosalía’s ability to “create trends rather than follow them.” He emphasized that the partnership is founded on a unified mission of rewriting rules through coauthored storytelling and products.

The 204L sneaker is set to debut globally through New Balance channels this July, with select markets such as Mexico, launching as early as August 26th.

Bottom line: Rosalía’s appointment marks a strategic evolution for New Balance, aiming to fuse culture, fashion, and sport through bold creative narratives and artist-driven storytelling.

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