Global sports brand NEW BALANCE is unveiling the retro running shoe '204L' as its strategic product for the second half of 2025, and introducing its first campaign with artist Rosalía, who has been selected as a global ambassador.

Rosalía is a renowned Spanish singer-songwriter who has garnered global attention with her unique musical style that sensibly blends traditional flamenco with modern pop, hip-hop, and electronic genres.

She is expanding her recognition in Korea through friendships and collaborations with global celebrities like BLACKPINK's Lisa and Kylie Jenner, and is inspiring numerous fashion brands and artists with her bold styling and artistic sensibility. Through this partnership, NEW BALANCE aims to enhance its brand vision that connects sports and culture, and will present various global campaigns with Rosalía.

The 204L is a key model that NEW BALANCE is introducing as it expands its lifestyle running shoe lineup. It combines a sleek, slim low-cut silhouette with premium all-over suede material and 2000s-style details to simultaneously deliver a retro vibe and modern sensibility. Not only in design, but it also offers comfortable wear for everyday activities, making it a model praised for both practicality and style.

Along with the launch of the 204L, NEW BALANCE officially welcomes world-renowned musician and fashion icon Rosalía into the NEW BALANCE athlete family, marking the beginning of their first partnership through the '204L'.

The campaign video is set against Rosalía's journey from Boston to New York, and will be released as a five-part series. Each video unfolds with a different story, structured like a film, and features a 'mysterious package' with custom logo painting, symbolically capturing the artistic fusion of NEW BALANCE and Rosalía.

Rosalía expressed her thoughts, saying, “As a longtime fan of NEW BALANCE, this collaboration is truly a special and exciting experience. I'm thrilled to express my personal sensibility and the brand's vision together through the 204L campaign.”

An official from E-Land NEW BALANCE stated, “The 204L is more than just a new product launch; it’s a key model redefining the brand’s identity and style,” adding, “Through this campaign with Rosalía, we will showcase NEW BALANCE's pursuit of cultural connection and the evolution of the retro running mood in the market.”

The '204L' will be gradually released through NEW BALANCE's official online store, major stores nationwide, and global online and offline channels, including the Seongsu-dong flagship store, starting in July.