Rosalía has been named a global ambassador for New Balance and presents the brand’s latest 204L trainers, designed to set new fashion trends.
Renowned Spanish artist Rosalía has officially been announced as New Balance’s newest global ambassador, headlining the launch of the innovative 204L trainers—a model that has already sparked excitement across social media and fashion forums even before its official reveal.
The collaboration signals a new chapter for the American-born sportswear brand, which in recent years has deepened its presence at the crossroads of fashion, culture, and sport. Appointing Rosalía as ambassador not only highlights her global influence in music and style, but also positions New Balance as a brand capable of connecting with new generations through boundary-pushing figures.
The 204L model, which has been the subject of leaks and comparisons to luxury labels like Miu Miu, is a lifestyle trainer that aligns with current trends thanks to its minimalist design and slim sole. Its launch is scheduled for July, with the accompanying campaign conceived as a five-part narrative series starring Rosalía. In this visual story, the singer embarks on a journey from New Balance’s headquarters in Boston to New York, where she delivers a package revealing an artwork featuring the collaboration’s logo.
“My love for fashion and design has only grown over the years,” Rosalía said in the official statement. “I’ve always been a fan of New Balance, so 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 thrilled and grateful to be an ambassador.”
She joins a distinguished lineup of New Balance ambassadors, including entertainment figures like Jack Harlow, Aminé, Action Bronson, and Storm Reid, as well as world-renowned athletes such as Shohei Ohtani, Coco Gauff, Kawhi Leonard, and Cooper Flagg.
Since its founding in 1906, New Balance has maintained an independent vision in the world of sport. For decades, it steered clear of celebrity campaigns, even adopting the slogan “Endorsed by No One”. Today, that philosophy has evolved into a collaborative strategy that centres on creative and disruptive personalities.
Chris Davis, Chief Marketing Officer and Brand President at New Balance, said: “Rosalía embodies the celebration of independence that our brand has stood for since 1906. We’re honoured to welcome her to our family to showcase her creativity, unique individuality, and fearless approach to breaking norms. Rosalía is much more than a globally recognised cultural icon. She doesn’t follow trends—she sets them. Together, we will rewrite the rules through a co-created strategy focused on product and storytelling. Being unconventional is what brings us together.”
The partnership between Rosalía and New Balance not only redefines the role of ambassadors in the sports footwear industry but also signals a collection that is set to make waves in the global market.
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