New Balance Goes Cuckoo for Coco Gauff

Summer 2019 is the summer of the American female athlete. Not only did the U.S. Soccer Women’s National team (USWNT) win its fourth World Cup, another American stole the spotlight across the pond too.

As the USWNT was obliterating competition in Lyon, France, 15-year-old tennis sensation Cori “Coco” Gauff became the youngest player to qualify for Wimbledon. She had quite the two weeks—kicking off her surprising Wimbledon run with a defeat of Venus Williams before falling 6-3 6-3 to (eventual champ) Simona Halep. It was a heck of a way to start a career… and advertise some kicks too.

Less than seven months before Coco first starred at Roland-Garros, she signed a multiyear endorsement with New Balance. Her victory over Venus Williams was not only a win for her, it was also a big win for New Balance. The brand wants to compete with Nike, which has big tennis names (Serena Williams and Naomi Osaka). Gauff’s Wimbledon success just might help them get there. She currently has 384,000+ followers on Instagram and she’s no doubt the endorsement target of other major brands now (which will only add to her fame). The spotlight is shining brightly on Coco and New Balance wants to be with her every step of the way.

“Coco’s performance on-court showcases the quality and look of New Balance footwear and apparel at the highest level,” New Balance Tennis sports marketing manager Evan Zeder told Footwear News. “[Her] recent win is not only another step in her career, it’s a win for New Balance Tennis and shows that we are committed to changing the game alongside an athlete who is carving their own path.”