Rosalía New Balance 204L Mushroom U204LMMA Release Date

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New Balance has added a new member to its growing list of brand ambassadors: Grammy award-winning musician Rosalía.

The acclaimed singer, songwriter, and producer brings her global cultural influence and dynamic fashion sense to the New Balance roster, joining the likes of Jack Harlow, Aminé, Action Bronson, and Storm Reid.

“Rosalia reflects the celebration of independence that the New Balance brand has represented since 1906,” says Chris Davis, Brand President and Chief Marketing Officer at New Balance. “We are honored to welcome her into our family with the goal of personifying her creativity, unique individuality, and courage to defy convention. Rosalía is much more than a globally renowned cultural icon. She doesn’t follow trends, she creates them. Together, we will rewrite the rules through a co-authored strategy focusing on product and storytelling – being atypical is what unites us.”

Rosalía’s ambassadorship launches with a five-part campaign that unfolds like chapters of an intense cinematic film. The story begins at New Balance headquarters in Boston, where Rosalía receives a package from a mysterious man before heading off to New York in her red Corvette. Once at her destination, she unveils the contents of the package to a room full of suits. The execs stare in shock and awe at a custom Rosalía x New Balance painting, a sign that the future is here.

Throughout the campaign, Rosalía is wearing the New Balance 204L, a sleek, low-profile silhouette with suede construction across the upper and a distinctive outsole with a 2000s-inspired strike path and ’70s-influenced tread pattern. This “Mushroom” colorway of the 204L will release globally on July 30th through the New Balance website and select retailers, with a Kith collaboration on the model also on the way.

“My love for fashion and design has only grown over the years,” says Rosalía. “I’ve always been a fan of New Balance, and that’s why working with the brand is especially exciting for me. I love how New Balance has brought sport and culture closer together in recent years and I couldn’t be more excited and grateful to be an ambassador.”

Check out the Rosalía’s debut New Balance campaign and official images of the 204L “Mushroom” below.

Chapter 1: It Always Rains in Boston