Coco Gauff Soars to New Heights With $5.3 Billion Worth Sponsor as She Announces Delightful Sneaker Surprise for Fans

“Sometimes when my mom thinks I’m negative when I look down, I’m just looking at my shoe, just a reminder that life is much more than tennis, how I do on the court does not define me as a person.” When Coco Gauff chooses her shoe, there’s a lot of thought that goes behind it. Recently, in a move to redefine the sneaker game, the 20-year-old announced a brand-new addition to her “New Balance” collection, which is celebrating “Grey Day” all month long.

Gauff took to Instagram to reveal the upcoming “Grey Day” edition sneakers, which as NB has announced, will be released in the final days of May. Set to include athletes across various sports, Gauff will wear the latest Coco CG1 shoes, this time in grey, at the French Open. Other athletes include Kawhi Leonard and Jamal Murray, who will wear theirs during the NBA Playoffs.

Gauff, who signed her first-ever multi-million-year deal with New Balance when she was only 14 years old, didn’t extend that collaboration until 2022. The young American WTA star posted a series of pictures of the full-grey sneakers in her Instagram story, captioned “grey-day CG1s coming soon.” However, this is not the first time this year.

Even before the Indian Wells tournament, fans were excited about the launch of a new edition of “Coco CGI.” Gauff wore her first tennis signature New Balance Coco CG1 in the ‘Primary Power’ colorway throughout the 2024 Australian Open. After winning the title she revealed a few interesting messages she had written on her sneakers. One message was, “You can change the world with your racquet.” Another one that is very close to her heart, was the coordinates of the public park she grew up playing at in Florida and the last one was her brothers’ names, Cody and Cameron.

Now, just after three months, Gauff has announced another brand new edition “Grey Day” which will be released over four weeks! New Balance came up with the color grey in their shoe editions in the 1980s because white requires more maintenance. The brand has seen a huge shift in its revenue over the last couple of years. At the end of 2022, the brand’s sales skyrocketed and set a record of $5.3 billion in revenue. This also made the company closer to big rivals like Nike and Adidas. Tom Nikic, the vice president, gave a reason for this huge surge and suggested that the brand has evolved to be a “cooler” version of itself over the years.

Taking this legacy forward, Coco Gauff is ready to launch the new edition that is expected to be released on May 24th. Even last year, tennis fans witnessed Gauff’s CGI, the “Twisted Net” collection, which also created a wave of excitement among sneaker lovers.

Coco Gauff shared how she came up with her “Twisted Net” addition

In 2023, Coco Gauff dropped an incredibly unique version of her custom-made shoes. And its appearance resembled that of a tennis ball! The “Twisted Net CGI” shoes featured crisp blues and greens, along with a blend of white and black. This new version signified two of the biggest passions of gauff. The first one is of course tennis and the other one is the Internet.

Based on Gauff’s passion for social media, New Balance claims that the Twisted Net design creatively twists the tennis net by fusing cyberspace with the physical net present on a tennis court. Incorporating French fashion-inspired blue and green accents, New Balance describes the design as a “futuristic, edgy twist to Coco’s signature shoe.”

As Gauff herself has said, “I knew I wanted a version of the CG1s that were edgy and flashy heading into my summer tournaments. I’m a big fan of Marvel so I love that the Twisted Net colorway has a futuristic warped net design and bright yellows and blues that are going to make me pop on the court.”

She further added, “Everything that I wear on the court, everything pretty much I get from them. I’ve probably seen a year in advance and have basically picked out every detail that I didn’t like.”

Coco Gauff further added how happy she feels to have her ideas welcomed into the company. “A lot of brands aren’t always like that with all their athletes. I’m grateful I’m able to do that,” she concluded. The shoes hit the market on May 26th, 2023, and were instantly loved by her fans worldwide. And as this year’s collection hits the market too, the tennis world is eagerly waiting to see something new and better.