Rosalía Stars in New Balance Campaign for 204L
by Adriano Batista
There is a moment in every good sneaker release when it stops being just a shoe and becomes part of someone’s outfit, their attitude, their day. New Balance is betting big on that moment with their latest campaign for the 204L model, and they’ve brought in Rosalía to make sure it happens.
The singer, who became a global ambassador for the brand in 2025, is back in front of the lens for the new visuals. Photographed by Renell Medrano, the campaign does not try to sell the shoe as another piece of sportswear. Instead, it places it in Rosalía’s world.
The 204L is the silhouette Rosalía first introduced when she joined the New Balance team last year. This version has been tweaked. The new Sea Salt with Linen colorway is understated, but the details do the talking: scalloped edges along the panels and ribbon laces instead of the standard flat ones. It softens the shoe’s retro lines, giving it a romantic, delicate finish. It feels less like a dad shoe and more like something you would notice in a close-up during one of her music videos.
Look closer and the technical work reveals itself. The upper consists of several pieces with a embossed overlay. Screen printed graphics appear on the midfoot reinforcement. Underfoot, the distinctive sole unit combines a 2000s inspired tread pattern with traction drawing from the 1970s, all sitting on a low profile sole.
“What attracted me to the 204L is its balance between tradition and progression.” – Rosalía
That sums up the partnership neatly. When she first showed the shoe, it was the announcement of the collaboration itself. Now, a year later, the story is evolving. The shoe is evolving with her. The campaign visuals focus on texture and detail, highlighting the construction, but they also capture something looser: Rosalía’s ability to mix high-concept style with street-level reality.
The new 204L is available at New Balance and select retailers for €130. Whether it becomes the next thing to spot on the street depends on who decides to wear it. With Rosalía involved, the odds are good.
Check it out below:
Available at New Balance and select retailers.
Matières Fécales Fall/Winter 2026
Castaneda Fall/Winter 2026
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