New Balance has announced the incorporation of Rosalia As a global ambassador, in a movement that expands the traditional limits of the sports marketing and reaffirms the strategic positioning of the brand as a cultural agent. The artist, winner of multiple Grammy and Latin Grammy awards, joins the portfolio of athletes and creative talents of the US company as a reference for a narrative that intertwines style, independence and author vision.
“Together we will rewrite the rules through a joint authorship strategy”
Since its origins in 1906, New Balance has claimed its autonomy as an independent brand. With this bet, this identity consolidates through a collaboration that Celebrate creativity No imposed formulas. In the words of Chris Davis, president of the brand and chief marketing office, “Rosalia is much more than a cultural icon. She does not follow the trends, creates them. Together we will rewrite the rules through a joint authorship strategy focused on the product and narrative because being atypical unites us.”
A campaign in five parts
The first tangible result of this alliance is a Advertising campaign divided into five chapters -Of which, for the moment, have only shared 3- and with a craft of cinematographic treatment. Each delivery works as a fragment of a story under construction, following Rosalia while traveling from the New Balance headquarters in Boston to New York City.
The artist also appears behind the wheel with the mission of delivering a package that, in the end, will be revealed as a personalized paint with the New Balance X Rosalía logo.
“I have always been a fan of New Balance and, just for that reason, working with the brand is so exciting.Rosalia said in a statement.
The narrative is thus built with images of strong symbolic load that reflect different stages of its link with the brand. The result is a sophisticated staging, signed by the director Alex Prager and photographed by Robert Elswit, director of habitual photography of Paul Thomas Anderson and visual responsible for titles such as “Magnolia” or “Pozos de Ambition”. Production has been in charge of the American Agency Haiku.
At the product level, the campaign serves as a presentation platform for THE NEW BALANCE 204Lthe new Lifestyle model of the brand. The silhouette collects the legacy of the running shoes of the 2000s and translates it into contemporary language through clean lines, high -end materials and a purified retro aesthetic. The design balances the technical and the editorial, projecting a message consistent with the current New Balance positioning.
The choice of this model for Rosalia’s debut is due to the fact that it connects with the hybrid character of the artist, who has made the tension between Tradition and avant -garde Your aesthetic signature. The 204L will be available worldwide, through the official channels of the brand.
