Rosalía Is New Balance’s Newest Brand Ambassador

New Steadiness started teasing a brand new superstar partnership on Tuesday with a sequence of cryptic and cinematic Instagram posts. Photographs within the Italian fotoromanzo model depict an nameless man handing off a mysterious bundle to a girl in a trench coat whereas a shadowy determine watches from a cellphone sales space. The lady then drives from Boston to New York to ship the bundle, parking exterior of a constructing known as The Bureau. Within the newest “chapter” posted Wednesday morning, July 9, New Steadiness revealed the trench-coated girl to be Spanish pop singer Rosalía; the serialized social marketing campaign, generally known as “The Ambassador,” served as an announcement for the partnership. The marketing campaign, developed with artistic company American Haiku, indicators New Steadiness’s intent to department out into the leisure house and associate with fashionable artists. In a press release, the sneaker model mentioned the marketing campaign was meant to “elevate the thought of what an ambassadorship can seem like. “It’s not only a poster with two names on it, however an alliance, a mission, somebody bringing forth one thing unbelievable to the world,” it mentioned in a launch.Rosalía is not any stranger to partnerships with high-profile trend and luxurious manufacturers; the singer has appeared in campaigns for Lancôme, SKIMS, Dior, and MAC Cosmetics, to call a couple of. She’s additionally repped a limited-edition Coca-Cola taste and appeared in an authentic music video for electrical car model Cupra.In Could, she was noticed in New York sporting New Steadiness 442 PRO FG V2s on her strategy to a Met Gala becoming. “I’ve lengthy been a fan of New Steadiness and love how the model is bringing sport and tradition nearer collectively greater than ever earlier than,” mentioned Rosalía in a press release. “Their view on being fearlessly impartial resonates deeply with me and the way I strategy my profession and life. I couldn’t be extra excited to affix the wonderful world roster of New Steadiness athletes and ambassadors.”The worldwide marketing campaign and ambassadorship promote the discharge of New Steadiness’s 204L sneaker. It incorporates print, digital, and social content material, an out-of-home activation with marketing campaign posters, in-store shows, a printed picture ebook, and a media partnership with Harper’s Bazaar.