American brand New Balance Taps Rosalía for cinematic global campaign

Fibre2Fashion

11-07-2025

Grammy award-winning musician Rosalía officially joins the New Balance family of ambassadors and athletes, bringing her craft as a singer, songwriter, and producer, alongside her dynamic fashion sense to the brand's roster. Rosalía's purposeful and bold presence connects movement, music, and style with her work, creating culture across the globe.
'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 .
Grammy-winning artist Rosalía joins New Balance as an ambassador, launching a cinematic five-part campaign that highlights her bold style and creative spirit. The campaign debuts the new 204L lifestyle sneaker and showcases Rosalía's journey through symbolic storytelling. She celebrates the brand's fusion of sport and culture with a shared vision of individuality and innovation.
To kick off the ambassadorship, New Balance will launch a bold five-part campaign starring Rosalía. Shot with cinematic intensity, the campaign unfolds like chapters of a film—each moment capturing a new layer of her journey as she steps into this role with confidence and purpose. It begins at New Balance headquarters in Boston, where Rosalía sets off on a cross-city mission. From driving to New York, to delivering a mysterious package, the narrative builds with striking visuals and layered symbolism. The package—revealed to be a custom painting of a New Balance x Rosalía logo—signals a powerful artistic union. Through each chapter, Rosalía makes it clear she is unafraid to break barriers and share her unique vision for what's to come between her and the global athletic brand.
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) Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)