There comes a point in every great sneaker release when the shoe moves beyond product and becomes part of someone’s style — shaping how they dress, move, and carry themselves. With the launch of the 204L, New Balance leans into that idea, tapping Rosalía to bring the moment to life.

The artist, who became a global ambassador for the brand in 2025, returns as the face of the new campaign. Shot by photographer Renell Medrano, the visuals move away from traditional sportswear imagery. Instead, they place the New Balance 204L inside Rosalía’s own aesthetic universe — where fashion, personality, and everyday attitude naturally collide.