New Balance has stepped firmly into the cultural spotlight with its latest announcement: Spanish global sensation Rosalía is the brand’s newest ambassador. To mark the moment and tease the release of its upcoming silhouette, the 204L, the heritage sportswear company has rolled out a striking campaign in collaboration with Brooklyn-based creative agency American Haiku.
This isn’t just another celebrity endorsement. New Balance and American Haiku are betting on the power of narrative. The campaign explores the essence of what an “ambassadorship” means today—going beyond logo pairings to form an authentic, purpose-driven alliance. Rosalía, known for blending flamenco traditions with global pop sounds, embodies both artistic integrity and cultural impact, making her an ideal partner for a brand that continues to evolve its identity.
The visual storytelling takes center stage in a cinematic sequence of still photographs. The story follows a mysterious package handed off in the rain-soaked streets of Boston. Its carrier, clad in the new 204L sneakers, races through the night toward a high-rise in Midtown Manhattan. Inside a hushed boardroom, the package is unveiled—not a product, but a person: Rosalía, revealed as the face of New Balance’s bold new chapter. Shock, awe, and admiration ripple through the room. The message is clear: the future has arrived, and it wears New Balance.
The campaign spans out-of-home (OOH), digital and print placements, a major social media push, and a global partnership with Harper’s Bazaar. It echoes themes explored in American Haiku’s earlier collaboration with the brand, Grey Days—a long-form film tracing New Balance’s journey from its athletic roots to its revered status in sneaker culture, and its legendary models like the 990.
With the 204L, New Balance continues to blur the lines between sport and style, heritage and reinvention. Rosalía brings that narrative to life—not just as a face, but as a force.
