In the latest chapter of her New Balance ambassadorship, Rosalía reworks the 204L with scalloped trims and ribbon laces, refining the heritage silhouette through her own lens.
Rosalía’s relationship with New Balance enters its next chapter this season as the global ambassador fronts the campaign for the latest iteration of the 204L – a silhouette she first unveiled upon joining the brand in 2025.
Photographed by longtime New Balance collaborator Renell Medrano, the new visuals position Rosalía at the intersection of sport and style, spotlighting the 204L’s technical construction while reinforcing its growing cultural currency. Medrano’s lens captures a stripped-back intensity: close-up details of texture and movement contrast with poised, fashion-forward portraits, underscoring the sneaker’s duality.
Photo: Renell Medrano
The updated 204L introduces scalloped detailing and ribbon laces, softening the model’s streamlined, low-profile shape with a romantic, subtly subversive twist. Rendered in a Sea Salt and Linen colourway, the design leans into a muted palette that feels both nostalgic and directional — a balance Rosalía herself describes as key to the shoe’s appeal.
“What drew me to the 204L is its balance of legacy and progression,” Rosalía says. “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.”
Photo: Renell Medrano
That tension between heritage and forward momentum is embedded in the sneaker’s construction. A multi-piece upper combines mesh and suede overlays, punctuated by embossed elements and screen-printed graphics along the saddle. The outsole references multiple eras at once: a 2000s-inspired strike path meets a ’70s-influenced tread pattern, all set against a low-profile base that nods to contemporary appetite for sleeker silhouettes.
“Rosalía’s co-authored approach to our partnership helped shape the visual identity of the 204L into an icon,” says Chris Davis, Brand President and Chief Marketing Officer at New Balance. “Her vision is bold, intentional and unmistakably her own, elevating this beyond a traditional campaign into something more artistic.”
Photo: Renell Medrano
Since stepping into her role as global ambassador last year, Rosalía has folded New Balance into her evolving aesthetic, which moves fluidly between performance, high fashion and cultural commentary. The 204L lands like any Rosalía release: we can't get enough of it.
The reimagined 204L is available at newbalance.com and at select retailers.