Tennis Star Coco Gauff signed her first contract with New Balance at age 14. Now, at age 18, Gauff has inked a “long-term extension” with the Boston-based brand.
To celebrate the official signing of the extension, the brand is launching a new colorway on Nov. 3 of Gauff’s signature Coco CG1 performance tennis shoe, this design dubbed the All in the Family.
“I couldn’t ask for a more committed team that is forward-thinking in their approach and match my love for the game with their passion for quality and creativity,” says Gauff, who has risen to a career-high World No. 4 ranking and prepares to play in the WTA Finals as the youngest player in the tournament. “New Balance has supported me since my junior tennis years and has been by my side for the biggest moments of my career. The team feels like family, so it was an easy decision to extend with a team that has embraced me as a person and genuinely works to help bring out my best.”
Evan Zeder, New Balance head of tennis sports marketing says the relationship between New Balance and Gauff is one of a kind. “We’ve grown from seeing a bright future in 2018 to working with one of the most dynamic, creative and thoughtful individuals for the long haul,” he says. “Coco’s drive, passion and positivity embody our partnership and the New Balance brand. We are excited to continue to work with Coco to deliver innovative products that elevate her performance on court, and at the same time celebrate her off court style and influence, to inspire the next generation.”
At 18 years old, Gauff is capping a successful year, highlighted by her first singles Grand Slam final at the French Open. She is now the second-youngest American player to reach a World top-10 ranking and the second youngest player in history to earn a WTA World No. 1 doubles ranking.
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