American sportswear giant New Balance has officially named Spanish pop sensation Rosalía as its new global brand ambassador.
To kick off this partnership, the Grammy-award-winning artist stars in a five-part cinematic campaign. The film begins with Rosalía at the New Balance headquarters in Boston, culminating in the reveal of a custom painting featuring the debut New Balance x Rosalía logo.
The campaign also showcases New Balance's newest lifestyle shoe, the 204L. This shoe blends the low-profile aesthetic of retro runners with early 2000s tech, all wrapped in an all-over suede design. The new New Balance 204L is set for a global release in July through New Balance retail channels.
A highly acclaimed artist and producer, Rosalia has won two Grammy Awards and twelve Latin Grammy Awards for her unique pop songs. She rose to international fame in 2018 with her sophomore album, ‘El Mal Querer.’ This record earned her a Grammy and eight Latin Grammys, including Album of the Year, making her the first Spanish-language artist to be nominated for Best New Artist at the Grammys.
Four years later, she released her critically acclaimed ‘Motomami’ album, which she entirely wrote, performed, recorded, and produced. The album was followed by a sold-out world tour.
Chris Davis, Brand President and Chief Marketing Officer, New Balance avers, Rosalía reflects the celebration of independence that the New Balance brand has represented since 1906. She will help the brand rewrite the rules through a coauthored strategy focusing on product and storytelling.
