Celebrity Name: Rosalía
Brand Name: New Balance
Deal Type: Global Brand Ambassador / Campaign Face
Announced: March 1, 2026
Impact: Strengthens New Balance’s style‑driven positioning, expands Rosalía’s fashion authority, and adds a more feminine, lifestyle‑focused option into the 2026 sneaker collaboration landscape
- Rosalía returns as New Balance’s global ambassador, this time fronting the brand-new 204L “Sea Salt and Linen” campaign, a sneaker she originally debuted when her ambassadorship was announced in July 2025.
- The campaign was photographed by Renell Medrano, a celebrated visual artist and frequent New Balance collaborator, capturing Rosalía in a sporty-femme aesthetic pairing the sneaker with a flowing white skirt.
- The updated 204L features scalloped details, ribbon laces, and a muted Sea Salt/Linen colorway, retailing for $120 and available globally on NewBalance.com from March 1, 2026.
Spanish superstar Rosalía is back in the spotlight for New Balance, fronting the latest campaign for the brand’s 204L sneaker, a shoe that has quickly become a signature piece of her ambassador story.
Rosalía first joined New Balance as a global ambassador in July 2025, debuting the 204L at the same time. Now, in a new 2026 campaign, she steps back into the frame to introduce a fresh, feminine update to the silhouette.
Photographed by renowned visual artist Renell Medrano, a trusted New Balance collaborator, the campaign captures Rosalía wearing the sneaker with a flowing white skirt and a quarter-zip top, leaning fully into a sporty-femme look.
The updated 204L comes in a soft “Sea Salt and Linen” colorway, with standout details including scalloped edges and ribbon laces, giving the athletic shoe a romantic, almost couture-adjacent twist.
The multi-piece upper layers mesh with suede overlays and embossed elements, while the outsole blends a 2000s-inspired strike path with a ’70s-influenced tread pattern; all on a sleek, low-profile base.
“What drew me to the 204L is its balance of legacy and progression,” said Rosalía in a statement. “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.”
This isn’t Rosalía’s only headline-making brand move lately. She recently fronted Calvin Klein’s Euphoria Elixirs campaign, cementing her status as one of fashion’s most in-demand faces.
Meanwhile, the sneaker world is buzzing across the board. Fellow Latin megastar Bad Bunny also made waves with his Adidas Badbo 1.0 sneaker launch, showing just how deeply music royalty is reshaping the footwear market.
Rosalía’s return to the 204L campaign is more than a re-run, it’s a signal of how deep and deliberate her relationship with New Balance has become.
Most brand ambassador deals produce a launch moment and fade. This one is building a narrative arc: she introduced the shoe, shaped its identity, and is now evolving it.
That kind of sustained creative involvement is rare and increasingly valuable in a market where consumers can smell inauthenticity from miles away.
New Balance is also playing a smart long game. By leaning into Rosalía’s flamenco-meets-streetwear aesthetic, rather than fitting her into a generic athletic mold, the brand is carving out a distinct position in the crowded sneaker space, appealing to fashion-forward audiences who might not have considered the Boston label before.
Can Rosalía help New Balance crack deeper into the high-fashion sneaker market that’s long been dominated by Nike and Adidas? Do you see Rosalía as more of a music icon, fashion icon, or both?
