Rosalía stars in New Balance’s global campaign for its new Made in USA 990v7, titled Dad’s Back.

Fronted by the singer in her role as a New Balance ambassador, the campaign celebrates the 990’s influence across generations, music and fashion. The brand frames the silhouette, which has been bringing people together for more than 40 years, around authenticity and self-expression, and points to an appeal that continues to resonate today.

Rosalía leaning forward on a stool in a mirrored dance studio, wearing New Balance 990v7 trainers
Rosalía stars in the global 990v7 campaign. Image: New Balance

The 990v7

The latest chapter in the 990 line pairs the shoe’s classic look with premium suede and mesh, streamlined proportions and softer FuelCell cushioning.

Side view of the grey New Balance 990v7 trainer with suede and mesh upper and cream midsole
The Made in USA 990v7. Image: New Balance
Top-down view of a pair of grey New Balance 990v7 trainers with cream laces
The 990v7 is priced at £210. Image: New Balance

The 990v7 went on sale on 6 November, priced at £210, through New Balance and selected retailers worldwide.

A pair of New Balance 990v7 trainers on the floor beside dancers’ legs at a ballet barre
A still life from the Dad’s Back campaign. Image: New Balance

The launch follows the brand’s recent move into a brand hub at Arclight in Covent Garden, which opened in late October.

Rosalía Fronts New Balance 990v7 ‘Dad’s Back’ Campaign
Publisher and Content Director at  | Website | + posts

Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.

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