American sportswear giant New Balance on Wednesday announced the appointment of Spanish pop sensation Rosalía as its new global brand ambassador.

Marking the partnership, the Grammy-award-winning artist stars in a five-part cinematic campaign that opens with the musician at the New Balance headquarters in Boston, leading to the unveiling of a custom painting of the debut New Balance x Rosalía logo.

The campaign will also feature the latest lifestyle shoe from New Balance, the 204L, which offers the low-profile look of retro runners in all-over suede with 2000’s tech, according to a press release.

The new New Balancce 204L will release globally in July through New Balance retail channels.
 
“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,” said Rosalía.

Born in Sant Cugat del Vallès in 1992, Rosalía is a two-time Grammy and 12-time Latin Grammy Award-winning artist and producer, known for her atypical pop songs. The singer shot to fame in 2018 with her sophomore album “El Mal Querer”. The record earned her a Grammy and eight Latin Grammys, including Album of the Year, and marking her as the first Spanish-language artist nominated for Best New Artist at the Grammys.

Four years later, she released her “Motomami” album, which the multi-hyphenate  wrote, performed, recorded, and produced, before taking the record on a sold-out world tour.
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“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,” said Chris Davis, brand president and chief marketing officer at New Balance, whose other celebrity ambassadors include Jaden Smith, Storm Reid, Selena Samuela, Kawhi Leonard, Sydney McLaughlin and Coco Gauff.