Coco Gauff Signs Extension Contract With New Balance

Tennis star Coco Gauff has signed a multi-year endorsement extension with New Balance to continue as a featured face of the brand. The launch of her Coco CG1 this year makes her the only current female tennis player with a signature shoe.

To celebrate the new chapter between New Balance and Coco the brand will launch a new colorway called the Coco CG1 All in the Family Thursday, November 3rd, 2022 just ahead of the WTA Finals where she will be the youngest player in the tournament.

“When working with Coco on this colorway we discussed the powerful properties found in crystals and how they are used to celebrate new beginnings,” says Cordell Jordan New Balance Footwear Designer. “The dark green and red found in the All in the Family colorway represent her heart and root chakras which stand for the vision and passion she has on and off the court, all while keeping her grounded and humble through it all.”

“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. New Balance has supported me since my junior tennis years and has been by my side for the biggest moments of my career,” said women’s singles World No. 4, Coco Gauff.

“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.”

“Our relationship with Coco is truly 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,” said Evan Zeder, New Balance Head of Tennis Sports Marketing. 

“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 the court, and at the same time celebrate her off-court style and influence, to inspire the next generation”

At only 18 years old, Gauff is in the midst of a career year, highlighted by her first Grand Slam final at the French Open and reaching her first quarter-finals at the US Open. She is now the second youngest American player to reach the Top 10 ranking and the second youngest player in history to earn WTA World No. 1 Doubles Ranking.