“New Balance has supported me since my junior tennis years and has been by my side for the biggest moments of my career,” Coco Gauff once said. The American tennis sensation, now 21, joined the renowned sports footwear and apparel brand, New Balance, at the age of just 14! A year later, she burst onto the scene at the age of 15 when she defeated Venus Williams at the 2019 Wimbledon. Since then, she has taken massive strides to launch herself as one of the biggest stars in women’s tennis. Her incredible title triumph at the 2023 US Open attracted a lot of big-name brands, but her partnership with New Balance has always been a bit special. But do you know, there was a time when New Balance’s biggest competitor, Nike, also tried to secure the signature of this promising youngster? Recently, Serena Williams’ ex-coach, Rennae Stubbs, highlighted Nike’s missed opportunity.

Coco Gauff was so good in her early days that she even received her first sponsorship from Nike at the age of 10. However, in 2018, New Balance managed to outbid Nike for the then-14-year-old’s services. Talking about this partnership, Evan Zeder, New Balance’s head of tennis sports marketing, said, “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. 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 court, and at the same time celebrate her off-court style and influence, to inspire the next generation.”

Nike’s tennis legacy spans a rich 40-year history. Right from the start, they aligned themselves with legends of the game like John McEnroe, Andre Agassi, Pete Sampras, and many more. However, the key catalysts to their success were Serena Williams, Roger Federer, Rafael Nadal, and Maria Sharapova. But after the retirement of these legendary players, there has been a big void.

Recently, Rennae Stubbs shared her thoughts on New Balance winning the race against Nike ($80 billion market cap as on April 11, 2025) to seal the deal with Coco Gauff. In the recent episode of her podcast, Stubbs said, “I think New Balance did such a good job of grabbing her, and I’ll give teammate a lot of credit there. They saw the vision there that she could be one of one at New Balance. Transcendent. They have. They’ve done a really great job with that.” She further went on to add, “I thought, when are Nike going to steal her? At what point in Nike are we going to go, we need this tennis player, we need this young woman on our staff, considering Serena’s retiring, all these great Nike Rogers got.“

What does Coco Gauff have to say about the designs of her New Balance shoes? “My relationship with the New Balance team is incredible. I had as much fun designing and collaborating on the CG2 as I did with the CG1.” She also mentioned that New Balance has become more like a “family” to her.. “The New Balance team has been there for every step of my journey and truly let me be myself when it comes to product and design,” Coco further added.

Interesting Fact: Gauff wore the Coco CG1, her first-ever signature shoes, during her first Grand Slam triumph in 2023.“

Recently, New Balance launched a new edition of that shoe named Coco Delray on March 13, which was Coco’s 21st birthday. What was Coco’s reaction to it?

“It’s more than just a tennis shoe” – Coco Gauff reacts after New Balance unveils the Coco Delray shoe

Coco Gauff is the only player on the WTA Tour with her own signature tennis shoes. Just a month ago, New Balance and Gauff proudly unveiled the Coco Delray, a tennis shoe designed for the everyday player and built for all levels of competition. They launched a new campaign video with Gauff’s grandmother, Yvonne Lee Odom, narrating a story saying, “Tennis isn’t just a game. It’s a lot like life. You’re never really alone … it’s always a part of something bigger.“

The video featured Coco Gauff’s hometown, Delray Beach. While talking about the motive behind this campaign, Evan Zeder, New Balance’s Head of Tennis Sports Marketing, said, “I’m incredibly proud to launch the new Coco Delray because it’s more than just a tennis shoe – it represents an opportunity to broaden access to those interested in playing the game and will have a positive cultural impact for generations to come.” What did Gauff say about this, though?

“I’m incredibly proud to launch the new Coco Delray because it’s more than just a tennis shoe – it represents an opportunity to broaden access to those interested in playing the game and will have a positive cultural impact for generations to come,” said the 21-year-old.

Gauff also highlighted how Delray Beach helped spark her tennis journey, making this shoe extra special for her. What are your thoughts on New Balance’s long-lasting partnership with Coco Gauff?