New Balance has appointed Grammy award-winning musician Rosalía as a global ambassador.
The partnership marks a new phase in the US sportswear brand’s efforts to merge culture, fashion, and sport.
New Balance Brand president and chief marketing officer Chris Davis said: “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 co-authored strategy focusing on product and storytelling – being atypical is what unites us.
To mark the ambassadorship, New Balance will launch a five-part campaign featuring Rosalía. As part of the campaign, she debuts the New Balance 204L — a new lifestyle sneaker blending retro design with premium suede and 2000s tech aesthetics. The 204L will launch 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,” expressed Rosalía.
The campaign was produced by American Haiku, directed by Alex Prager, with lighting by Oscar-winning cinematographer Robert Elswit.
