Create An Anti Mainstream Trend, Rosalia Is Lined Up To Be New New Balance's New Brand Ambassador

JAKARTA TikTok and Instagram users, sound Bizcochito must be familiar with this viral figure even though you don't know the singer yet.

Rosal happened to be the figure behind the viral song. She is the female musician who won the Grammy Awards from Spain, who carries the concept of genre-ending in music; ranging from exploring Latin pop flamenco, to exploring pop and R&B. Last year, Rosalpriya's name skyrocketed thanks to her collaboration with LISA Blackpink in the single New Woman.

In addition to its existence in the music world, Rosal Total was also viral on social media last May thanks to his fashion performance. He was caught attending the Met Gala fitting moment, wearing a t-shirt, feminine white skirt, combined with the New Balance 442 FG V2 football shoes that looked masculine.

This appearance is proof that Rosalvi always has duality and an anti-mainstream style. Thanks to its track record as a new pop icon on the international music scene, as well as its unique fashion identity, New Balance collaborates with Rosalwi as their latest global ambassador.

Rosalmen membawa semangat independent yang selalu New Balance menjaga sejak 1906. Itu kehormatan bahwa Rosalmen bisa bergabung dengan kami. Ia membawa keunian, kerentaran, dan keberatan berekspresi yang anti-mainstream. Ia tidak menjadi follower tren, tapi justru pionirnya. Lewat kolaborasi ini, kami siap membawa gebrakan baru dengan strategi yang fokus pada produk dan storytelling.Tampil berbeda adalah kekuatan yang memunit kami," ujar Chris Davis, Brand President dan Chief Marketing Officer New Balance.

Rosal happened to be the figure who introduced the latest collection of New Balance, namely 204L, lifestyle shoes with low-profile silhouettes inspired by retro runner shoes. Using premium suede materials and sleek designs, these shoes are present as equivalent New Balance value representations between sports and fashion aspects, melting into one concept of sportstyle' which is the latest trend in society.

Rosalmen shared his enthusiasm, his love of fashion and design continued to grow over time. I've been a fan of New Balance for a long time, so this collaboration feels very special.

"Apresiasi untuk New Balance yang berhasil membatani dunia olahraga dan budaya dalam beberapa tahun terakhir," katanya.

Together with iconic visual artist from the United States Alex Prager, New Balance released a video of a cinematic noir campaign. Rosal totaled as the main character who stole the show by bringing a mysterious box into the New Balance headquarter in Boston.

As it turned out, the box contained the custom New Balance x Rosal total logo, which became a symbol of the artistic collaboration between the two. This campaign is not only about products but about messages. A signal that New Balance is now going further: from a functional brand to a brand that dares to tell stories, and is culturally relevant.

"Rosalmen is not just a new face, but a symbol of a culture that is always progressive to move. The way he blends traditions, music, fashion, to the persona of himself, everything is very relevant to the way the generation now expresses itself, which refuses to be divided. For us in Indonesia, this collaboration shows that New Balance is getting closer to a world where sport, lifestyle, and culture are no longer separated, and answers the demand for sportsstyle products that are increasingly in demand, "continued Chris Davis.

Martina Harianda Mutis, Sports Brand Marketing General Manager of MAP Active. This collaboration marks New Balance's continued evolution in bridging athletic performance and high fashion sensitivity, while Rosal totals its influence beyond the world of music to the realm of lifestyle and design innovation.