Introducing a new sporty and feminine chapter for a beloved silhouette, ROSALÍA returns to her New Balance roots to front the latest campaign for the New Balance 204L sneaker. Having first debuted the model alongside the announcement of her ambassadorship, the award-winning artist reunites with the brand to spotlight its newest iteration, one that leans fully into soft athleticism.
Shot by longtime New Balance collaborator Renell Medrano, the campaign frames ROSALÍA in a flowing white skirt and quarter-zip pullover, styling that mirrors the sneaker’s balance of sport and delicacy. The visuals feel effortless and intimate, underscoring the shoe’s duality: grounded in performance heritage yet reimagined with a distinctly feminine edge.
The 204L arrives in a gentle “Sea Salt” and “Linen” colorway, rendered in soft ivory tones that evoke understated romance. Scalloped detailing trims the upper, mimicking the frill of lace, while ribbon laces replace traditional sport lacing for a coquettish twist. The result is playful without sacrificing structure, polished, yet subtly disruptive.
In a press release, ROSALÍA shared, “What drew me to the 204L is its balance of legacy and progression. 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.”
Now available via the New Balance website and select retailers, the 204L continues to evolve the language of everyday sneakers.
