When you think of Coco Gauff, what comes to mind first: her mad skills, or her impeccable style? For many, it’s the latter, and understandably so. Gauff might be playing in the quarterfinals of the ongoing Melbourne Slam to face Spain’s Paula Badosa today, but the fans’ sole focus hasn’t entirely been on her game. Beyond her on-court brilliance, her fashion choices have turned heads time and time again. Specifically, her New Balance sneakers have repeatedly caught the fraternity’s attention, often stealing the spotlight from the former US Open champion herself!

Known for her distinctive sartorial choices, Gauff proudly shared that she is the only active player on tour with a bespoke shoe, after Roger Federer’s retirement. The Australian Open’s X profile shared an on-court interview where the American athlete proudly said, “I am the only active player with a signature shoe on tour, so I’m really happy and proud of that.” She sported a custom-made sneaker for this Slam, the Coco CG2 AO Colorway, featuring an elegant white and marsh green combo, with the New Balance logo stitched on the side. But there’s more to the story than just a unique colorway. These sneakers hold special meaning for the young star, connecting her to her father.

After her fourth-round victory against Bencic in Melbourne, Gauff revealed that the design was inspired by basketball, a tribute to her father’s love for the sport. She explained, “My dad played basketball and always wanted me to play too. He actually put me in, unwillingly, but it was pretty fun. These shoes are inspired by basketball sneakers, which is why they have a higher look—that’s the idea behind them.” Her words reflected not just admiration for her father but also how she carries his influence onto the court. Interestingly enough, it was her father, Corey Gauff’s efforts that landed her the lucrative long-term deal with New Balance as well!

Coco Gauff‘s journey with New Balance began in October 2018. Since then, their collaboration has impressed the fraternity with its creativity and style. She launched her first signature sneaker, the Coco CG1, in November 2022. Soon, the second edition followed last year, inspired by the New Balance 550. Throughout her evolution, she has experimented with bold colorways and motifs, including a design by her youngest brother, Cameron, an off-court tennis-ball-inspired version, and a red, white, and blue edition for representing her country.

Signing with New Balance at just 14, the American WTA star has since added a Grand Slam and WTA Tour titles to her name. All along, the brand’s intense support has remained a constant. From her first big victory to now, her partnership with the brand continues to make waves, proving that on and off the court, Gauff knows how to be the talk of the town. Remember the impact of New Balance’s “Call Me Coco” campaign?

Coco Gauff’s sponsor brand created custom t-shirts for the WTA star’s first Slam title

When Gauff won her maiden Grand Slam title in Flushing Meadows, one thing became as popular as her playing style: her baggy New Balance t-shirt with the slogan “Call Me  Champion.” She won her first Grand Slam wearing the New Balance CG1, making her sponsors quite proud. After that historic win, New Balance decided to bring back their “Call me Coco” slogan from the brand’s original marketing campaign but with a twist this time.

The company’s Head of Tennis and Baseball Sports Marketing Evan Zader reflected on how they had “known Coco’s potential since” they started working with her, and declared that New Balance has been preparing for Coco Gauff’s Grand Slam moment since the first day of their partnership. “New Balance has been preparing as if her winning a Grand Slam could happen — as if it would happen. From our side, it eventually became is this US Open going to be that moment,” he said.

New Balance’s Coco Gauff special t-shirt went live five minutes after the WTA star’s epic win against Sabalenka. The 1000 pieces made and shared on the website were sold out within five hours. Not only that but the CG1 Colorway sneakers Gauff wore for the 2023 US Open finals also became the brand’s best-selling footwear model in sports for the entire month.

Gauff regards her collaboration with New Balance equally interesting. Reflecting on that, she once said, “New Balance and I were always looking to do things that haven’t been really done in tennis before and I would like I think this is not one of the first shoes of it kind. I have to flex but I am the only like current active player with a signature shoe on tour so I’m really happy and proud of that.” Coco Gauff’s relationship with New Balance highlights how brilliant minds think alike. Keeping in mind Gauff’s stylistic needs, New Balance has done a great job and proved that athletes can look fashionable if their sponsors know the job right. For such brilliant creativity, New Balance surely deserves applause, and so is Coco Gauff for pushing the brand to greater horizons.