Just when you think Coco Gauff might take a breather, she surprises everyone with yet another big move. Gauff may have faced some bumps on the tennis courts lately, but when it comes to her commercial game, she’s still smashing it. Despite recent setbacks at the Paris Olympics, the Canadian Open, and the Cincinnati Masters, the American sensation is showing no signs of slowing down off the court.

The American tennis sensation is set to launch a new merchandise as part of her partnership with New Balance. The sportswear giant shared the information about it on their Instagram handle, as they wrote, “Introducing the Coco CG2. Coco’s second signature shoe channels her power and grace, on and off the court.” Gauff’s association with the firm is not new.

The American star first signed a deal with New Balance when she was just 14. She once again signed a multiyear extension of the deal in 2022. As the company launches the signature shoes ahead of the US Open, Gauff would be expecting it to bring her luck, as it did last year. 

Gauff was seen wearing the CG1 shoes in the US Open last year, where she ultimately clinched glory. With the hard-court Grand Slam once again around the corner, the 20-year-old might be seen wearing the latest edition of the shoes once again, and she would want to repeat what she did in 2023. The deal, meanwhile, has long been under the ideation process. 

The industry standards require a timeline of 18-24 months to ideate and launch a signature model. The planning for the CG2 also started on similar lines in November 2022, and after 21 months, the product is ready for launch. The Boston sportswear brand, which celebrated Gauff’s maiden Grand Slam win last year with the ‘Call Me champion,’ will be selling the CG2 shoes for a price of $170 per pair. In the initial phases, the shoes will be available in limited markets. 

The latest deal comes just days after Gauff updated her fans about another partnership. Taking to her Instagram, Gauff promoted her latest collaboration with American Eagle on August 18. The World No.3 shared a series of pictures where she can be seen modeling for the clothing and accessories brand.

Captioning the post, Gauff wrote, “Excited to finally share my part in the @americaneagle 𝐥𝐢𝐯𝐞 𝒚𝒐𝒖𝒓 𝐥𝐢𝐟𝐞 campaign. So much heart went into designing this collection with the team.” Coming back to her latest release, the brand itself has revealed how CG2 came to life. 

Speaking to Andscape.com, Evan Zeder, the marketing manager of New Balance tennis, said, “She’s one of the best players in the world with one of the most sought-after trophies. So, how do we continue to evolve with her, not just from a marketing perspective, but from a product perspective? That’s where the CG2 comes in.” But despite the latest release, the star tennis player is not obligated to wear these new shoes at the US Open.

“There’s no pressure for Coco,” New Balance promotes Gauff’s US Open run

Coco Gauff has partnered with several companies over her journey. Some of them include Ray-Ban and Meta for their new smart glasses, Bose, UPS, Barilla and Baker Tilly, and Naked. But one common thing that is expected from a player is to promote the brand during their endeavors on the court. However, New Balance stands out as an exception.

Speaking about the same, Zeder said, “There’s no pressure for Coco to wear the CG2 at the US Open.” Continuing further Zeder revealed the priorities of the brand. “For us, the approach will always be how can Coco feel the best and most confident on court. We know she loves the new shoe. But this current window is about her focusing on winning while we continue to establish her personality by delivering authentic storytelling.”

As Gauff gears up for her 16th tournament of the season at the US Open, it would be interesting to see if these comfortable, new sneakers help her defend her title at Flushing Meadows, if she indeed chooses to wear ’em.