Rosalía is bringing a softer fashion sensibility to New Balance's traditionally understated 990 series. She appeared in a new campaign for the 990v7 that places the heritage sneaker in a ballet-inspired setting.
The Spanish singer features in the brand's latest visual campaign for the Made in USA 990v7, the seventh generation of its recognisable 990 line. The campaign shows Rosalía posing in a ballet studio surrounded by dancers, creating a contrast between the sneaker's athletic construction and the setting's delicate atmosphere.
The images show the singer wearing grey 990v7 trainers with wide-leg denim and a pale pink top. The styling leans into the balletcore aesthetic, using the soft colour palette and dance-inspired environment to present the sneaker in a more feminine context.
The campaign arrives as Rosalía continues her partnership with New Balance, where she has become a prominent figure in the brand's efforts to connect heritage sportswear with contemporary fashion.
Rosalía Reimagines New Balance's 990v7
The 990 series has long been associated with performance running shoes and a practical, understated aesthetic. Its chunky construction and neutral colourways have also made it a staple of the so-called 'dad shoe' trend, in which functional trainers became a fashion statement.
The 990v7 builds on that legacy, retaining the familiar grey colourway while introducing updated construction and cushioning. Rosalía's campaign presents the shoe in a different way. The campaign images place the trainers in a ballet studio, surrounded by dancers and soft lighting.
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The sneaker's structured silhouette and technical look contrast with the studio's more delicate atmosphere, while Rosalía's styling adds a softer element. The singer's pale pink top and wide-leg denim also create a casual look that feels removed from traditional sportswear advertising.
From Dad Shoes to Balletcore
Balletcore has become a recurring influence in contemporary fashion, with designers and celebrities incorporating elements such as ribbons, delicate colours, wrap tops and dance-inspired silhouettes into everyday dressing. Rosalía's New Balance campaign approaches the trend through its setting and styling rather than through the construction of the footwear itself.
The grey 990v7 remains a reliable trainer, with its layered upper and prominent sole. The contrast with the ballet studio makes the shoe's practical design more noticeable while also letting it fit within a softer fashion narrative.
The approach reflects a broader shift in how sportswear is presented. Trainers once associated primarily with athletic performance are increasingly styled alongside fashion pieces, with campaigns exploring their place in everyday wardrobes.
The 990v7's neutral grey colourway also makes it adaptable to a range of styling choices. In Rosalía's campaign, the shoe becomes part of a look that combines relaxed denim with a more delicate top, giving a visual contrast between the sneaker's functional origins and the femininity of the ballet-inspired setting.
New Balance's 990v7 Launch
The 990v7 is the latest addition to New Balance's long-running 990 family, which first debuted in 1982. The series has evolved from a performance running shoe into a recognisable part of contemporary streetwear, with its understated colourways and substantial construction driving its popularity.
The new model features updated panelling, reflective details and a revised cushioning system. The Made in USA 990v7 is scheduled to launch on Friday, 6 November 2026, with a reported retail price of $200 in the US and £210 on the UK website.
New Balance's release calendar confirms the upcoming launch, while the brand's campaign with Rosalía places the sneaker at the centre of its latest visual direction. The singer's involvement also reflects her ongoing relationship with the company. Rosalía became a global ambassador for New Balance in 2025 and has since appeared in campaigns that connect the brand's heritage designs with her own approach to fashion.
Rosalía's Fashion Influence
Rosalía has developed a distinctive style that frequently combines unexpected references, from contemporary streetwear to ballet-inspired fashion. Her recent public appearances have included dramatic footwear, unusual accessories and looks that incorporate dance-related elements. The New Balance campaign continues that visual direction while placing a familiar sneaker within a different context.
The 990v7 remains recognisable as part of New Balance's 990 family, but Rosalía's styling gives it a softer visual identity. The result is a fresh interpretation of the 990v7 that places the shoe within the wider conversation around balletcore, streetwear and the evolving relationship between fashion and sportswear.
