ROSALÍA Fronts a Ballet-Themed New Balance 990v7 Campaign
Bringing a new generation of the classic sneaker to the barre.
ROSALÍA and ballet have been inseparable lately, and New Balance knows that. The brand tapped the Spanish singer to star in its new Made in USA 990v7 sneaker campaign, celebrating the seventh generation of the iconic silhouette. Of course, she brought them to the dance studio. Framing the sneaker in the context of soft pinks, pointe shoes and relevés, the 990 is back and better than ever.
Built on a design philosophy described as “memories from the future,” the v7 thoughtfully reworks classic proportions with a sleeker, modern profile. The upper keeps to the label’s signature craftsmanship, fusing pigskin suede, airy mesh, refined leather trims and synthetic sway bars. Underneath, performance meets lifestyle luxury: an upgraded, plush FuelCell midsole adds some spring to you step with all-day comfort, anchored by a signature CR heel clip and an all-new TPU midfoot shank to keep your foot in place.
“The versatile excellence of the 990v7 continues to make it beloved by supermodels in London and dads in Ohio alike,” says New Balance Brand President Chris Davis in a press release. To capture that cross-cultural energy, the global rollout enlists a star-studded roster including ROSALÍA, Korean powerhouse IU and basketball sensation Cooper Flagg.
The New Balance Made in USA 990v7 is available to purchase now on the New Balance website and select retailers.
In other news, NikeSKIMS relaunched the archival Waffle Runner.
