Rosalia Becomes New Balance's Newest Global Ambassador

Global music sensation Rosalía is now the face of New Balance, joining the sportswear brand as its latest global ambassador. The exciting news dropped on July 9, 2025, showcasing a perfect match between Rosalía’s vibrant style and New Balance’s knack for mixing sports with pop culture.  

The Grammy-winning artist, known for her chart-topping hits and bold fashion choices, takes center stage in a cool, five-part video campaign called “The Ambassador.” Directed by Alex Prager and shot by cinematographer Robert Elswit, the campaign plays out like a mini-movie with a mysterious, noir vibe. It follows Rosalía as she travels from New Balance’s Boston headquarters to New York City, carrying a secret package that’s revealed to be a custom New Balance x Rosalía logo. The star of the show? The sleek 204L lifestyle sneaker, hitting stores worldwide on July 30, 2025. 

• Rosalía Named Global Ambassador for New Balance in Bold New Campaign 
• New Balance Taps Rosalía for “The Ambassador” Campaign Featuring 204L Sneaker Launch 
• Rosalía Teams Up with New Balance to Fuse Fashion, Music, and Sport Culture 

“I’ve always been a fan of New Balance, and that’s why working with the brand is especially exciting for me,” Rosalía said in a statement to Harper’s Bazaar. “I love how New Balance has brought sport and culture closer together in recent years.” Her campaign looks—rocking the 204L sneaker with a beige trench coat, sheer tights, and oversized shades—scream her signature playful, trendsetting style. 

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Rosalía joins a star-studded crew of New Balance ambassadors, like tennis champ Coco Gauff, baseball superstar Shohei Ohtani, and entertainers Storm Reid and Jack Harlow. “Rosalía’s more than a cultural icon; she’s a trendsetter,” said Chris Davis, New Balance’s Chief Marketing Officer. With a 75% loyalty rate among millennials (per Statista), the brand’s clearly doing something right, and Rosalía’s vibe only amps that up. 

This partnership is a big win for New Balance, tapping into Rosalía’s massive influence to connect with a young, creative crowd. It’s not just about sneakers—it’s about celebrating individuality and pushing boundaries, and Rosalía’s the perfect person to lead the charge.