Rosalía joins the New Balance family and, as with everything she does, she does it her own way. No glossy announcement, but a campaign that feels like an art-house film and a shared vision blending music, fashion, and movement. As of today, the Catalan singer is a Global Ambassador for the American brand, ready to blend her visual universe with that of New Balance.

The collaboration kicks off with a five-chapter project that breaks the rules of the traditional promotional spot. It feels more like a dreamlike short film than a fashion campaign, shot between Boston and New York by Alex Prager with cinematography by Robert Elswit (Magnolia, There Will Be Blood, Ripley). The story follows Rosalía on an enigmatic journey through deserted streets, mysterious packages, and layered symbolism, culminating in the reveal of an artwork: a painting that merges the worlds of Rosalía and New Balance, transforming the logo into a new object of desire.

Alongside the campaign, a new lifestyle model also debuts: the New Balance 204L. A low-profile silhouette inspired by early 2000s runners, reimagined with full suede and premium detailing. The global launch is set for July, marking just the first step in a collaboration that promises to go beyond product.

A new chapter begins for New Balance, shaped by storytelling, bold aesthetics, and identity. And with Rosalía as the new muse, the future is anything but predictable.

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