Motomami Moves: Rosalía Joins New Balance as Global Ambassador
Catalan-Andalusian musician Rosalía possesses the kind of freewheeling, multi-hyphenate clout that brands drool over. Be she on stage, on the street or at an elite event like the Met Gala, Rosalía's style presents as a lively melange of high fashion and street savvy pieces (often with a deliberate lick of Spanish sophistication). She has lent her unflappable cool to a handful of commercial outings since the release of her breakout album El mal querer in 2018 – a dip into cosmetics here, an espadrille-inspired there (never released), and a for . Now she's planted her flag, and it's a big moment: congratulations to , for bagging one of the most eligible ambassadors in the zeitgeist!
'Rosalía reflects the celebration of independence that the New Balance brand has represented since 1906,' said Chris Davis, Brand President and Chief Marketing Officer at New Balance. 'We are honoured 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 co-authored strategy focusing on product and storytelling – being atypical is what unites us.'
The partnership boat will be pushed out with a vivid, five-part campaign, starring Rosalía and shot with top-tier cinematographer Robert Elswit (Magnolia, There Will Be Blood, Ripley). The still-image narrative begins at New Balance's Boston HQ, and follows Rosalía on an enigmatic mission as she wends her way towards New York to deliver a package. 'Through each chapter, Rosalía makes it clear she is unafraid to break barriers and share her unique vision for what’s to come between her and the global athletic brand,' says New Balance.
Peep the first chapter below.
Perhaps we should have guessed this was coming; the artist was very recently seen rocking the white and neon-yellow NB 442 Pros with a voluminous silk skirt as she strolled through New York City. But she certainly kept one thing under wraps, and that's the brand new shoe she will debut. The is a fresh lifestyle model that mixes a low-profile retro silhouette and Y2K tech into a potion of all-over suede. New Balance have revealed that the 204L will release globally in July through the brand's channels.
And how does Rosalía feel? She's thrilled. 'My love for fashion and design has only grown over the years,' she says. '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.'
Keep it locked to Sneaker Freaker for more info as this campaign rolls out!