Header: Renell Medrano
Grammy-winning musician Rosalía has continued her collaboration with New Balance, promoting the company’s latest product, 204L sneakers. The campaign, centering on the exquisite craftsmanship and rising cultural importance, was photographed by eminent visual artist and frequent New Balance collaborator Renell Medrano. Music sensation Rosalía first became the ambassador for NB in 2019. Ever since then, the singer carefully integrated the brand into her aesthetics and her life.
Rosalía 204L
The design of the 204L revisits inspirations from New Balance’s classic footwear of past decades, reinterpreting them with a contemporary twist. Its overall structure recalls the aesthetics of the 1970s, particularly the archival New Balance 321 running shoe. But the inspiration doesn’t stop there, as the 204L also references two early-2000s favourites – the iconic New Balance 740 and New Balance 530 models.
Sea Salt and Linen colour palette
The NB 204L sneakers contain scalloped detailing and ribbon laces. The details bring more romantic and more feminine visual language to the model’s nostalgic foundation. Sea Salt and Linen colour palette provides the sneakers with a touch of elegance, which complements the singer’s expressive, mould-breaking fashion approach.
“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.”
said Chris Davis, NB President and Chief Marketing Officer
Balance of history and progression
At just 321.55 grams, the model itself is light and comfortable to wear. The multi-piece mesh upper features an embossed suede overlay, while screen-printed graphics span along the saddle, adding a subtle visual accent that reinforces the sneaker’s dynamic character. Double-stacked suede N logo is incorporated into the sides of the shoes. 204L’s distinctive low-profile ground-contacting bottom layer of a shoe mirrors the 2000s-inspired strike path with a tread pattern reminiscent of the 70s.
“What drew me to the 204L is its balance of legacy and progression. 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.”
Rosalía
Where to buy
The reimagined 204L model can be ordered from the New Balance website starting March 1, 2026. The model worn by Rosalía will be available at selected retail stores as well, with a suggested price tag of $120.
While the 204L culls from New Balance’s longstanding tradition and style, the collaboration with one of today’s most popular music stars will undoubtedly help introduce the model to a wider audience and reinforce its cultural relevance.
