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Rosalía is bringing Flamenco chic to New Balance’s newest campaign for its 204L sneaker, delivering a romantic, subversive refresh of the cult-favorite silhouette that first marked her entry into the brand’s ambassador roster last year.
“What drew me to the 204L is its balance of legacy and progression,” Rosalía said in a statement. “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.”
The reimagined sneaker features a multi-piece mesh upper with suede overlays and embossed detailing, screen-printed graphics along the saddle and a low-profile outsole that blends a 2000s-inspired strike path with a ’70s-influenced tread pattern. The style also incorporates cow leather materials.
AGLS
limited-edition
204L Sneakers in Sea Salt and Linen
Shot by visual artist and longtime New Balance collaborator Renell Medrano, the campaign images spotlight a refined reinterpretation of the 204L, finished in a muted Sea Salt and Linen colorway and updated with scalloped detailing and ribbon laces — a softer, more romantic counterpoint to the sneaker’s performance-rooted DNA.
Since joining New Balance as a global ambassador in 2025, Rosalía has steadily woven the Boston-based brand into her evolving aesthetic, pairing its classic designs with her own high-fashion, flamenco-inflected style. The 204L was the first silhouette she debuted alongside the announcement of her style, and this latest iteration builds on that foundation with a distinctly feminine lens.
“Rosalía’s co-authored approach to our partnership helped shape the visual identity of the 204L into an icon,” Chris Davis, brand president and chief marketing officer at New Balance said. “Her vision is bold, intentional, and unmistakably her own, which is what elevates this beyond a traditional campaign into something more artistic.”
The updated 204L will be available globally on NewBalance.com and at select retailers beginning March 1 for $120.
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