“Rosalia shows the celebration of independence that the new balance brand has been represented since 1906. We are honored to welcome her to her family to define her creativity, unique personality, and courage. Chris Davis, Brand President and Chief Marketing Officer at New Balance,
Grammy-winning artist Rosalia joins the New Balance as an ambassador, starting a cinematic five-part campaign that highlights his bold style and creative spirit. This campaign makes a new 204L lifestyle sneaker debut and displays a trip to Rosalia through a symbolic story. She celebrates the fusion of the brand of sports and culture with a shared vision of personality and innovation.
To shut down the ambassador, the New Balance will launch an adventure five-part campaign starring Rosalia. Shown with cinematic intensity, the campaign comes out like chapters of a film – each moment captures a new layer of his journey because he steps into this role with confidence and purpose. It begins at the New Balance Headquarters in Boston, where Rosalia departs on a cross-city mission. From driving to New York, to give a mysterious package, the narrative creates with striking scenes and layered symbolism. Package – A new balance X Rosalia has been asked to have a custom painting – a powerful artistic association. Through each chapter, Rosalia makes it clear that it is oblivious to breaking obstacles and sharing his unique vision for the one who comes between it and the global athletic brand.
The campaign involves debut of New Balance 204L in Rosalia, the latest lifestyle model that connects the world of sleek, low-profile retro runners with premium, all-over suede and heavy overlay 2000 tech. 204L will be released globally through new balance channels in July.
“My love for fashion and design has increased only in years. I have always been a fan of new balance, and that’s why working with the brand is especially exciting for me. I think the new balance has brought sports and culture together in recent years and I can’t be more excited and grateful to be an ambassador,” Rosalia,
The campaign was constructed by Creative Agency American Haiku and was directed by Alexor with lighting by cinematographer Robert Elswit (there, there blood, reple)
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Fibre2fashion News Desk (RM)
