Coco Gauff is known for her exceptional tennis skills, but her impeccable style often steals the spotlight. While she is set to face Spain’s Paula Badosa in the Melbourne Slam quarterfinals, much of the focus has been on her unique fashion choices, particularly her New Balance sneakers. Gauff, who proudly boasts being the only active player on tour with a bespoke signature shoe, wore her custom Coco CG2 AO Colorway sneakers during this tournament. The design, featuring a white and marsh green combination, holds personal significance as it pays tribute to her father’s love for basketball. Gauff explained that the sneakers’ basketball-inspired look reflects her father’s influence on her upbringing and career.
Her partnership with New Balance, which began in 2018, has been a consistent success story. Gauff launched her first signature sneaker, the Coco CG1, in 2022, followed by the Coco CG2 the next year. These shoes have been celebrated for their creativity, featuring bold designs such as a tennis-ball-inspired edition and a patriotic red, white, and blue version. One of the most popular designs was crafted by her younger brother, Cameron.
Coco’s mentality is everything 🙌@newbalance #NewBalanceTennis #Gauff pic.twitter.com/ks0B2pSvCX
— #AusOpen (@AustralianOpen) January 20, 2025
New Balance played a significant role in supporting Gauff’s journey to her first Grand Slam victory at the 2023 US Open. Their “Call Me Coco” campaign returned with a twist after her historic win, launching t-shirts with the slogan “Call Me Champion.” These t-shirts, along with the sneakers she wore during the finals, became instant hits, with the sneakers becoming New Balance’s top-selling sports footwear for the month.
Gauff’s collaboration with New Balance reflects a shared commitment to innovation and style. The brand’s ability to create unique designs tailored to Gauff’s needs has not only enhanced her image but also solidified their partnership as a model of athlete-sponsor success. This collaboration demonstrates how fashion and sports can complement each other, with Gauff proving that on and off the court, she is a trailblazer.