Rosalía is The Latest New Balance Global Ambassador
Published
New Balance has been tapped into the music scene for years, partnering with artists like Jack Harlow and Eladio Carrión, and this strategy is continuing once again. The Boston-based brand officially welcomes Grammy-winning musician Rosalía to its expanding family of global ambassadors and athletes.
Known for her genre-bending sound and boundary-pushing visuals, Rosalía has emerged as one of the most influential artists of her generation. Hailing from Barcelona, she rose to international fame with her groundbreaking album El Mal Querer, which earned her a Grammy for Best Latin Rock, Urban or Alternative Album and four Latin Grammy Awards—including Album of the Year—in 2019.
Since then, she’s kept her momentum with her critically acclaimed follow-up Motomami, a world tour, and new creative projects in fashion and film. Rosalía remains one of the most innovative voices in pop culture today, and her latest move with New Balance shows she’s just getting started.
“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,” says Chris Davis, Brand President and Chief Marketing Officer at New Balance. “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.”
To kick off the ambassadorship, New Balance and Rosalía have launched an ambitious five-part campaign produced by American Haiku and directed by Alex Prager, with acclaimed cinematographer Robert Elswit lending his signature cinematic touch.The campaign plays out like a short film, following Rosalía on a symbolic journey that begins at New Balance headquarters in Boston and winds through New York. Throughout, she’s carrying a concealed package that is revealed to be a custom painting of a New Balance x Rosalía logo.
“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.
Rosalía also debuts the brand’s newest lifestyle silhouette, the New Balance 204L, in the campaign. The model leans into the current trend in women’s fashion of low-profile, thin-sole sneakers, and NB has big plans for the model. Images of a Kith collaboration and a project with Basketcase emerged in June, but expect more inline and collaborative renditions of the sneaker in 2025. The sneaker itself will release in July 2025 through New Balance.
Much like the other global ambassadors for NB, expect to see Rosalía star in campaigns for upcoming NB releases, and potentially get her own colorway on New Balance sneakers. Download the Sole Retriever mobile app to stay updated on the latest releases, raffles, news, and more in the sneaker and streetwear world.
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy attending concerts and catching the latest movies. Email: nick@soleretriever.com
