Rosalía Returns to Front New Balance’s Latest 204L Sneaker Campaign

After being named a global ambassador in July, Grammy-winning musician Rosalía is back in a new campaign for New Balance.

Shot by visual artist and New Balance collaborator Renell Medrano, the campaign spotlights the latest low-profile silhouette from the athletic brand, the 204L sneaker.

According to New Balance, the newest interpretation of the 204L introduces scalloped detailing and ribbon laces, bringing a softer, romantic and more feminine expression to the sneaker’s nostalgic foundation. The shoe also features a multi-piece upper with embossed overlay as well as screen-printed graphics along the saddle. Plus, the distinctive outsole with 2000s-inspired strike path and ‘70s-influenced tread pattern are a standout.

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,” the company stated.

Chris Davis, brand president and chief marketing officer at New Balance, said in a statement that Rosalia’s co-authored approach to the 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,” Davis noted. “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.”

“What drew me to the 204L is its balance of legacy and progression,” Rosalía added. “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.”

The reimagined 204L, which retails for $120, will be available globally on NewBalance.com and at select retailers beginning March 1.