New Steadiness started teasing a brand new celeb partnership on Tuesday with a sequence of cryptic and cinematic Instagram posts.
Photos within the Italian fotoromanzo fashion depict an nameless man handing off a mysterious bundle to a girl in a trench coat whereas a shadowy determine watches from a telephone sales space. The lady then drives from Boston to New York to ship the bundle, parking outdoors of a constructing referred to as The Bureau.
Within the newest “chapter” posted Wednesday morning, July 9, New Steadiness revealed the trench-coated lady to be Spanish pop singer Rosalía; the serialized social marketing campaign, referred to as “The Ambassador,” served as an announcement for the partnership.
The marketing campaign, developed with inventive company American Haiku, alerts New Steadiness’s intent to department out into the leisure area and companion with well-liked artists. In an announcement, the sneaker model stated the marketing campaign was meant to “elevate the thought of what an ambassadorship can appear to be.
“It’s not only a poster with two names on it, however an alliance, a mission, somebody bringing forth one thing unimaginable to the world,” it stated in a launch.
Rosalía isn’t any stranger to partnerships with high-profile style and luxurious manufacturers; the singer has appeared in campaigns for Lancôme, SKIMS, Dior, and MAC Cosmetics, to call a couple of. She’s additionally repped a limited-edition Coca-Cola taste and appeared in an authentic music video for electrical car model Cupra.
In Could, she was noticed in New York sporting New Steadiness 442 PRO FG V2s on her strategy to a Met Gala becoming.
“I’ve lengthy been a fan of New Steadiness and love how the model is bringing sport and tradition nearer collectively greater than ever earlier than,” stated Rosalía in an announcement. “Their view on being fearlessly impartial resonates deeply with me and the way I method my profession and life. I couldn’t be extra excited to hitch the superb international roster of New Steadiness athletes and ambassadors.”
The worldwide marketing campaign and ambassadorship promote the discharge of New Steadiness’s 204L sneaker. It incorporates print, digital, and social content material, an out-of-home activation with marketing campaign posters, in-store shows, a printed photograph e-book, and a media partnership with Harper’s Bazaar.
