New Balance unveiled its latest visual campaign with Global Ambassador and Grammy-winning musician ROSALÍA, spotlighting the latest iteration of the cult-favorite 204L silhouette, and continuing the story she began when she first introduced the model upon joining the New Balance family.
Photographed by renowned visual artist and New Balance collaborator, Renell Medrano, the campaign places ROSALÍA at the forefront of culture, fashion and creativity through premium visual assets that highlight both the 204L’s technical craftsmanship and rising cultural relevance.
Since joining New Balance as a Global Ambassador in 2025, Rosalía has seamlessly integrated the brand into her evolving aesthetic and cultural influence. The latest interpretation of the 204L introduces scalloped detailing and ribbon laces, bringing a softer, romantic and more feminine expression to the sneaker’s nostalgic foundation. Finished in a Sea Salt and Linen colorway, the design elevates its understated elegance while aligning with Rosalía’s expressive, boundary-pushing approach to fashion.
“What drew me to the 204L is its balance of legacy and progression,” said Rosalía. “It’s polished but disruptive. From the beginning, debuting the 204L alongside the announcement of my ambassadorship with New Balance felt like a natural extension of our shared vision.”
“Rosalia’s co-authored approach to our partnership helped shape the visual identity of the 204L into an icon. Her vision is bold, intentional, and unmistakably her own, which is what elevates this beyond a traditional campaign into something more artistic,” said Chris Davis, Brand President and Chief Marketing Officer. “She reflects our enduring commitment to craft and innovation, while reinterpreting those values in a way that feels authentic and resonant for the next generation.”
“Rosalía’s creativity and cultural influence make her a powerful voice for self-expression, which resonates strongly with our community, especially the younger generations across the region.” said Stuart Henwood, Senior Director at New Balance Middle East, Africa, India.
The reimagined 204L will be available at New Balance stores, select retailers, as well as online at newbalance.com starting from SAR 605.
Product Features
• Multi-piece upper with embossed overlay
• Screen-printed graphics along the saddle
• Distinctive outsole with 2000s-inspired strike path and 70s-influenced tread pattern
• Low profile outsole
Product Materials Features
• Mesh upper
• Suede overlays
• This item contains cow leather
About New Balance:
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 14,000 associates around the globe, and in 2025 reported worldwide sales of $9.2 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit newbalance.com; for the latest press information visit newbalance.newsmarket.com.
