Rosalía for New Balance: Sea Salt 204L

An encounter shaped by trust and cultural specificity gives rise to Sea Salt 204L, where Rosalía and New Balance build a shared creative universe.

Soft light, controlled movement and a presence that holds the frame with precision. In March 2026, Rosalía stars in New Balance’s latest visual campaign, continuing the story that began in 2025 when she first introduced the 204L silhouette upon joining the brand as global ambassador.

Conceived through shared authorship and artistic clarity, the project stems from a direct encounter between Rosalía and New Balance. She participates as both ambassador and cocreator, shaping the 204L’s visual identity through a process rooted in trust, proximity and cultural specificity. The campaign unfolds as an ecosystem structured around her evolving aesthetic language.

Photographed and creatively directed by Renell Medrano, founder of Ice Studios and longtime New Balance collaborator, the visuals place Rosalía at the intersection of culture, fashion and craftsmanship. Medrano translates the model’s technical precision and growing cultural relevance into a refined, controlled visual narrative.

This latest interpretation introduces scalloped detailing and ribbon laces, softening the nostalgic base of the sneaker with a more romantic, feminine inflection. Finished in Sea Salt with Linen, the palette enhances its understated elegance while aligning with Rosalía’s expressive and transgressive approach to dress.

“What drew me to the 204L is its balance between tradition and progression,” Rosalía states. “It’s polished yet disruptive. Presenting the 204L alongside the announcement that I was becoming a New Balance ambassador felt like a natural extension of our shared vision.”

Chris Davis, Brand President and Chief Marketing Officer, adds: “Rosalía’s collaborative approach helped transform the 204L’s visual identity into an icon. Her vision elevates this campaign beyond the traditional into something more artistic, reinterpreting our commitment to craftsmanship and innovation for the next generation.”

Technically, the 204L features a multi panel upper with embossed overlays, screen printed detailing on the midfoot saddle and a distinctive outsole that combines a 2000s inspired walking trajectory with 1970s influenced traction. Its low profile sole reinforces the streamlined silhouette. The upper is constructed from mesh with suede overlays and includes cow leather components.