Rosalía Joins New Balance, Helps Debut the Trendy 204L Sneaker

New Balance continues to showcase that its prolonged moment in the spotlight isn't luck, having recently announced a partnership with Spanish megastar, Rosalía.

Although the Barcelona-born artist typically performs in ornate boots and non-sneakers, her street-style has long influenced fans, a trend that's sure to continue with her new collaborator. Prior to New Balance, Rosalía was linked to Nike, although the partnership was largely uneventful save for some Air Max campaigns, an unreleased pair of espadrilles, and the special FC Barcelona jersey developed with Spotify in 2023.

Prior to today's announcement, the MOTOMAMI artist made headlines after partaking in the #BootsOnlySummer trend with a pair of the 442 Pro FG v2 football boots. Moving forward, she could still dabble in the unconventional, but for her first move, Rosalía will keep things a bit tamer.

The Grammy award-winning musician will help launch the highly-anticipated New Balance 204L silhouette. Having already been linked to limited edition collaborations with Kith and AURALEE, the low-profile model is ready to take over summer in more accessible styles. Rosalía's co-sign will surely help cement the design's place in the market when it goes live on Wednesday, July 30.

"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," shared Rosalía in an official press release.

The ambassadorship kicks off with a five-part campaign (featured below) produced by creative agency, American Haiku, and directed by Alex Prager with lighting by cinematographer, Robert Elswit. A New Balance x Rosalía logo is unveiled as part of the campaign.

Keep an eye on NewBalance.com for pairs of the suede-covered NB 204L, and all things from the new partnership.