Rosalía becomes the newest ambassador for New Balance, starring in a four-part noir-inspired campaign that blends fashion, mystery and retro sneakers.

Rosalía is the newest face of New Balance, and she’s making her entrance in style. To mark the start of this partnership, she stars in a five-part visual campaign launching the New Balance x Rosalía collaboration.

Told like a graphic novel, the story follows Rosalía on a rainy journey from Boston to New York. A red Corvette, a mysterious package, and a pair of New Balance 1906R in the 204L colorway set the tone. She wears the sneakers in brown, cream and beige suede with a gum sole—built for any terrain. Her look: beige trench, sheer tights, grey socks, and black sunglasses with a futuristic twist.

Chapter 1: It Always Rains in Boston

Rosalía walks alone through a grey, cinematic city. A long trench, New Balance sneakers, and an express package under her arm. Rain hovers. A red Corvette idles on the wet asphalt. A man hands her the package. “Good luck… not that you’ll need it.” A figure watches from the shadows. She doesn’t stop. The engine growls. Then she’s gone… a red blur disappearing into the rain.

Chapter 2: Every Mile a Blur

Pedal to the floor, Rosalía drives through heavy rain, the express package beside her. The red Corvette cuts through the highway, soaked in speed and silence. Ahead, the skyline of New York City rises to meet her. She doesn’t slow down. She pulls up, parks out front, and the city takes a breath.

Chapter 3: The Arrival

Rosalía steps into an imposing lobby in midtown. The sound of her footsteps echoes like a metronome. Silence follows. Two identical receptionists, dressed in red, glance up without surprise. Their acrylic nails click in perfect unison. “Eighty-sixth floor. Elevator on the right.” They’ve been expecting her. She doesn’t speak. She moves past the desk toward a frosted glass door. The Bureau. This is it.

Chapter 4: The Die Is Cast

She enters a grand boardroom, trench on, sneakers damp. A long table divides her from a row of silent executives. All eyes on her. Without a word, she places the package down like a verdict. Inside, a bold red folder. Rosalía, printed across it. Gasps follow. Faces lean in. Shock turns to awe. The future is already here.