Understated Elegance – Ohlala Bahrain

American footwear and athletic apparel brand New Balance has unveiled its latest visual campaign with Global Ambassador and Grammy-winning Spanish singer-songwriter Rosalía, spotlighting the latest iteration of the cult-favorite 204L silhouette and continuing the story she began when she first introduced the model upon joining the New Balance family.

Photographed by renowned visual artist and New Balance collaborator, Renell Medrano, the campaign places Rosalía at the forefront of culture, fashion and creativity through premium visual assets that highlight both the 204L’s technical craftsmanship and rising cultural relevance.

Since joining New Balance as a Global Ambassador in 2025, Rosalía has seamlessly integrated the brand into her evolving aesthetic and cultural influence. The latest interpretation of the 204L introduces scalloped detailing and ribbon laces, bringing a softer, romantic and more feminine expression to the sneaker’s nostalgic foundation. Finished in a Sea Salt and Linen colorway, the design elevates its understated elegance while aligning with Rosalía’s expressive, boundary-pushing approach to fashion.

“What drew me to the 204L is its balance of legacy and progression,” said Rosalía.

“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.”

Chris Davis, Brand President and Chief Marketing Officer of New Balance, added: “Rosalia’s co-authored approach to our partnership helped shape the visual identity of the 204L into an icon. Her vision is bold, intentional, and unmistakably her own, which is what elevates this beyond a traditional campaign into something more artistic.

“She reflects our enduring commitment to craft and innovation, while reinterpreting those values in a way that feels authentic and resonant for the next generation.”

Stuart Henwood, Senior Director at New Balance Middle East, Africa, India, said: “Rosalía’s creativity and cultural influence make her a powerful voice for self-expression, which resonates strongly with our community, especially the younger generations across the region.”

The reimagined 204L will be available at New Balance stores, select retailers as well as online at www.newbalance.com.

@newbalance