New Balance announced one of the most significant partnerships in fashion and music marketing this year: RosalĂa, the Motomami, Catalan singer and producer, winner of multiple Grammy and Latin Grammy awards, becomes a global ambassador for the brand.
The choice of RosalĂa aligns with the positioning that New Balance seeks to project: a brand that challenges the norm and, since its founding in 1906, has remained true to its independent spirit.
What does the RosalĂa campaign with New Balance include?
To launch this collaboration, New Balance developed a five-chapter visual campaign. Filmed with a cinematic aesthetic, the story begins at the brand’s headquarters in Boston, where RosalĂa embarks on a mysterious mission through the city, culminating in the delivery of a personalized artwork featuring the New Balance x RosalĂa logo.
New Balance announced one of the most significant partnerships in fashion and music marketing this year: RosalĂa, the Motomami, Catalan singer and producer, winner of multiple Grammy and Latin Grammy awards, becomes a global ambassador for the brand.
The choice of RosalĂa aligns with the positioning that New Balance seeks to project: a brand that challenges the norm and, since its founding in 1906, has remained true to its independent spirit.
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What does the RosalĂa campaign with New Balance include?
To launch this collaboration, New Balance developed a five-chapter visual campaign. Filmed with a cinematic aesthetic, the story begins at the brand’s headquarters in Boston, where RosalĂa embarks on a mysterious mission through the city, culminating in the delivery of a personalized artwork featuring the New Balance x RosalĂa logo.
A key moment of this campaign is RosalĂa’s debut with the New Balance 204L, a lifestyle sneaker that blends retro silhouettes with premium suede and technology inspired by the 2000s. These sneakers will be available in Mexico starting August 26.
The campaign was produced by the agency American Haiku, directed by Alex Prager and filmed by Robert Elswit, known for his work in movies such as There Will Be Blood and Magnolia. In the words of Chris Davis, Chief Marketing Officer and Brand President of New Balance: “RosalĂa is much more than a globally renowned cultural icon: she doesn’t follow trends, she creates them. Together, we’re going to rewrite the rules with a co-created strategy focused on product and storytelling. What makes us different is what brings us together.”
What does this partnership mean for New Balance’s marketing?
From a marketing perspective, bringing RosalĂa on board as an ambassador is a strategic move that strengthens the brand’s position among young, urban, and creative audiences. According to the Statista Consumer Insights report for Mexico, New Balance enjoys high brand loyalty at 75% among its users and is especially popular among millennials and high-income individuals. In the United States, the brand also shows strong performance with 81% loyalty, particularly among Generation X and women.
In the U.S., its performance is even stronger: it ranks eighth in awareness with 87%, and it places fifth in ownership and loyalty, suggesting a more consolidated consumer base.
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A key moment of this campaign is RosalĂa’s debut with the New Balance 204L, a lifestyle sneaker that blends retro silhouettes with premium suede and technology inspired by the 2000s. These sneakers will be available in Mexico starting August 26.
The campaign was produced by the agency American Haiku, directed by Alex Prager and filmed by Robert Elswit, known for his work in movies such as There Will Be Blood and Magnolia. In the words of Chris Davis, Chief Marketing Officer and Brand President of New Balance: “RosalĂa is much more than a globally renowned cultural icon: she doesn’t follow trends, she creates them. Together, we’re going to rewrite the rules with a co-created strategy focused on product and storytelling. What makes us different is what brings us together.”
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What does this partnership mean for New Balance’s marketing?
From a marketing perspective, bringing RosalĂa on board as an ambassador is a strategic move that strengthens the brand’s position among young, urban, and creative audiences. According to the Statista Consumer Insights report for Mexico, New Balance enjoys high brand loyalty at 75% among its users and is especially popular among millennials and high-income individuals. In the United States, the brand also shows strong performance with 81% loyalty, particularly among Generation X and women.
In the U.S., its performance is even stronger: it ranks eighth in awareness with 87%, and it places fifth in ownership and loyalty, suggesting a more consolidated consumer base.
Ver esta publicaciĂłn en Instagram
