Remote C4-H functionalization of α-naphthoic acids is highly challenging due to the presence of proximally more accessible C-H bonds at the C2 and C8 positions. Herein, we report the first palladium-catalyzed direct C4 arylation of 1-naphthamides with high regioselectivity and excellent functional group compatibility. Diverse aryl couples were found to be compatible with C4 arylation. Control experiments and kinetic studies were carried out to identify the origin of the unique selectivity.