Rosalía Joins New Balance With Bold New Campaign

Rosalía joins New Balance, debuting the 204L in a bold campaign blending street style, music energy, and fearless self-expression.

Global superstar Rosalía has officially joined forces with New Balance, bringing her fearless style to the iconic athletic brand.

The campaign kicks off on a rooftop at sunset, where she stands in street-ready gear matching the city’s energy. From there, she speeds through urban streets in a bold trench coat, stepping into New Balance headquarters with confidence.

Each scene feels cinematic, delivering a clear message: this is more than sneakers. It’s about movement, vision, and bold self-expression. At its center is the new New Balance 204L.

This shoe blends early 2000s tech with sleek suede overlays, mixing retro and futuristic vibes. Rosalía wears them with ease, proving fashion and performance can thrive together.

The five-part campaign tells a deeper story of creativity, culture, and breaking limits. It ends with a striking reveal – a custom painting of the New Balance x Rosalía logo, symbolizing their powerful creative union.

“I’ve always been a fan of New Balance, and that’s why working with the brand is especially exciting for me,” says Rosalía.