New Balance joins forces with the Grammy award winning artist, Rosalia, to launch their latest 204L silhouette for July 2025.
After adding the college basketball sensation from Maine, Cooper Flagg, as an ambassador back in August last year, New Balance have now added the Grammy award winning artist, Roasalia, to their family of ambassadors & athletes. Following 2 Grammy’s & her ground-breaking flamenco album ‘El Mal Querer’, the artist will bring her own distinctive style to the Boston born brand in collaboration with the launch of their latest silhouette. As part of the campaign, New Balance have launched a 5 part series across social media with Rosalia, in classic movie style with cinematic intensity which follows the artist travel from the New Balance HQ in Boston to New York as she delivers a package. The campaign marks the launch of the New Balance 204L trainer which is the brand’s very latest lifestyle model. Featuring a low profile, retro runner inspired design with suede uppers and heavily overlayed 2000’s tech, the New Balance 240L launches globally from New Balance stockists such as thehipstore.co.uk in the coming weeks. Also don’t forget to subscribe to KULT & follow @kult_recruit to keep up to date with all the latest industry news.
Rosalia reflects the celebration of independence that the New Balance brand has represented since 1906. We are honored to welcome her into our family with the goal of personifying her creativity, unique individuality, and courage to defy convention. Rosalia is much more than a globally renowned cultural icon. She doesn’t follow trends, she creates them. Together, we will rewrite the rules through a coauthored strategy focusing on product and storytelling – being atypical is what unites us.
Chris Davis – Chief Marketing Officer New Balance
