Rosalía, New Balance’s new cinematic muse
New Balance welcomes Spanish icon Rosalía as its new ambassador. This collaboration gives rise to an immersive campaign, filmed like a short film, to highlight her bold style and her 204L sneaker.
New muse for an independent brand
The American brand, which has been in business since 1906, appoints Rosalía as its global ambassador. This choice symbolizes the alliance between her creative spirit and New Balance’s bold, independent positioning. As brand president Chris Davis explains: “She doesn’t follow trends, she creates them.
A campaign in five cinematic chapters
Produced by American Haiku and directed in a strong visual style, the film unfolds like an urban thriller. Rosalía navigates from a dark Boston to a mysterious New York, with a package in hand, in the rain, in New Balance 204L. The five-act script gradually reveals her role as artistic messenger at the heart of a stylized visual narrative.
The 204L sneaker at the forefront
The 204L model, mixing retro 70s style and early 2000s performance, is featured throughout the campaign. Made from premium suede, these lifestyle sneakers embody the spirit of “ambassadorship”: combining design, culture and urban mobility.
Sport, fashion and culture: an assertive trio
Rosalía explains to Harper’s Bazaar that she grew up playing sports, often running with the boys. New Balance salutes this authenticity: “She embodies the celebration of independence”. Their collaboration is at the crossroads of sport, fashion and culture.
Shared boldness
This partnership between Rosalía and New Balance goes beyond the classic image of a muse. It embodies a creative alliance: sneakers, cinema and visual storytelling. Through this role and the 204L model, the singer and the brand redefine the boundary between lifestyle, empowerment and urban innovation.
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