Latest news with #AmericanHaiku
Fibre2Fashion
11-07-2025
- Entertainment
- Fibre2Fashion
American brand New Balance Taps Rosalía for cinematic global campaign
Grammy award-winning musician Rosalía officially joins the New Balance family of ambassadors and athletes, bringing her craft as a singer, songwriter, and producer, alongside her dynamic fashion sense to the brand's roster. Rosalía's purposeful and bold presence connects movement, music, and style with her work, creating culture across the globe. 'Rosalia reflects the celebration of independence that the New Balance brand has represented since 1906. We are honored to welcome her into our family with the goal of personifying her creativity, unique individuality, and courage to defy convention. Rosalia is much more than a globally renowned cultural icon. She doesn't follow trends, she creates them. Together, we will rewrite the rules through a coauthored strategy focusing on product and storytelling – being atypical is what unites us,' says Chris Davis, Brand President and Chief Marketing Officer at New Balance . Grammy-winning artist Rosalía joins New Balance as an ambassador, launching a cinematic five-part campaign that highlights her bold style and creative spirit. The campaign debuts the new 204L lifestyle sneaker and showcases Rosalía's journey through symbolic storytelling. She celebrates the brand's fusion of sport and culture with a shared vision of individuality and innovation. To kick off the ambassadorship, New Balance will launch a bold five-part campaign starring Rosalía. Shot with cinematic intensity, the campaign unfolds like chapters of a film—each moment capturing a new layer of her journey as she steps into this role with confidence and purpose. It begins at New Balance headquarters in Boston, where Rosalía sets off on a cross-city mission. From driving to New York, to delivering a mysterious package, the narrative builds with striking visuals and layered symbolism. The package—revealed to be a custom painting of a New Balance x Rosalía logo—signals a powerful artistic union. Through each chapter, Rosalía makes it clear she is unafraid to break barriers and share her unique vision for what's to come between her and the global athletic brand. The campaign includes Rosalía debuting the New Balance 204L, the latest Lifestyle model that combines the worlds of sleek, low-profile retro runners with premium, all-over suede and heavily overlayed 2000's tech. The 204L will release globally in July through New Balance channels. 'My love for fashion and design has only grown over the years. I've always been a fan of New Balance, and that's why working with the brand is especially exciting for me. I love how New Balance has brought sport and culture closer together in recent years and I couldn't be more excited and grateful to be an ambassador,' says Rosalía . The campaign was produced by creative agency American Haiku and directed by Alex Prager with lighting by cinematographer Robert Elswit (Magnolia, There Will Be Blood, Ripley) Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged. Fibre2Fashion News Desk (RM)
Yahoo
09-07-2025
- Entertainment
- Yahoo
Rosalía Joins New Balance as Global Ambassador, Debuts in Campaign With Hollywood Pedigree
New Balance has a new global ambassador in global superstar Rosalía. The Spanish singer has joined the brand's roster, debuting in a new campaign that features New Balance 204L sneakers and boasts Hollywood pedigree among the creative talent. The five-part campaign, which was 'shot with cinematic intensity' per New Balance, is designed to unfold like chapters of a film. It opens with Grammy winner Rosalía outside New Balance headquarters in Boston. From there, the 'MOTOMAMI' singer sets off on a mission that finds her driving to New York, delivering a mysterious package (later revealed to be a custom painting of a New Balance x Rosalía logo) and showing off her new kicks along the way. More from The Hollywood Reporter Rosalía Dishes on 'Euphoria' Acting Debut During Met Gala Interview: "Trying Not to Forget My Lines" Oscars 2015: Screenwriter Graham Moore Addresses Suicide, Delivers Message of Hope During Acceptance Speech (Video) Oscars 2015: 'The Grand Budapest Hotel' Wins Best Costume Design As far as those collaborators go, the campaign was produced by creative agency American Haiku and directed by multi-talented artist Alex Prager, who is best known for her photography and short films. She previously helmed a campaign and short film for Cartier starring Elle Fanning, and she recently wrapped her feature directorial debut, DreamQuil, starring Elizabeth Banks, Juliette Lewis, Kathryn Newton, Sofia Boutella and John C. Reilly. Oscar winning cinematographer Robert Elswit, whose credits include Boogie Nights, Magnolia, Good Night and Good Luck, There Will Be Blood, Inherent Vice, Ripley and more, handled the lighting for the New Balance campaign. 'My love for fashion and design has only grown over the years. I've always been a fan of New Balance, and that's why working with the brand is especially exciting for me,' Rosalía said in a statement. 'I love how New Balance has brought sport and culture closer together in recent years and I couldn't be more excited and grateful to be an ambassador.' 'Rosalía reflects the celebration of independence that the New Balance brand has represented since 1906. We are honored to welcome her into our family with the goal of personifying her creativity, unique individuality, and courage to defy convention,' said New Balance brand president and chief marketing officer Chris Davis. 'Rosalía is much more than a globally renowned cultural icon. She doesn't follow trends, she creates them. Together, we will rewrite the rules through a coauthored strategy focusing on product and storytelling – being atypical is what unites us.' Best of The Hollywood Reporter Seeing Double? 25 Pairs of Celebrities Who Look Nearly Identical From 'Lady in the Lake' to 'It Ends With Us': 29 New and Upcoming Book Adaptations in 2024 Meet the Superstars Who Glam Up Hollywood's A-List
