New Balance has a new global ambassador in global superstar Rosalía.
The Spanish singer has joined the brand’s roster, debuting in a new campaign that features New Balance 204L sneakers and boasts Hollywood pedigree among the creative talent. The five-part campaign, which was “shot with cinematic intensity” per New Balance, is designed to unfold like chapters of a film. It opens with Grammy winner Rosalía outside New Balance headquarters in Boston. From there, the “MOTOMAMI” singer sets off on a mission that finds her driving to New York, delivering a mysterious package (later revealed to be a custom painting of a New Balance x Rosalía logo) and showing off her new kicks along the way.
As far as those collaborators go, the campaign was produced by creative agency American Haiku and directed by multi-talented artist Alex Prager, who is best known for her photography and short films. She previously helmed a campaign and short film for Cartier starring Elle Fanning, and she recently wrapped her feature directorial debut, DreamQuil, starring Elizabeth Banks, Juliette Lewis, Kathryn Newton, Sofia Boutella and John C. Reilly. Oscar winning cinematographer Robert Elswit, whose credits include Boogie Nights, Magnolia, Good Night and Good Luck, There Will Be Blood, Inherent Vice, Ripley and more, handled the lighting for the New Balance campaign.
“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,” Rosalía said in a statement. “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.”
Rosalía in the campaign carrying the mysterious box.
Alex Prager/Courtesy of New Balance
Rosalía in the New Balance 204Ls, a lifestyle model described as low-profile retro runners with all-over suede and heavily overlayed 2000’s tech. The 204L launch globally this month.
Alex Prager/Courtesy of New Balance
“Rosalía 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,” said New Balance brand president and chief marketing officer Chris Davis. “Rosalía 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.”
Rosalía outside New Balance headquarters.
Alex Prager/Courtesy of New Balance
