She’s not just a tennis sensation; she’s the electric spark lighting up the 2023 US Open and taking the headlines by storm. The name on everyone’s lips? Coco Gauff, the bold face of American tennis’s radiant future, and trust us, she’s not just “killing it” on the court.
Coco’s latest triumph? Clinching the 2023 US Open, sealing her status as a Grand Slam champ—a feat achieved at the tender age of 19. She’s been hailed as a “phenom,” and her presence has been a game-changer, reshaping the way we view the sport she’s made her domain.
But here’s the twist: even before the US Open swung into action, it felt like Gauff’s backyard. Her victory seemed preordained, thanks to her undeniable talent, superstar aura, and an army of TikTok-loving fans who hang on her every move.
Let’s be clear, it’s not just Gauff’s tennis prowess that has the youth swooning. Sure, she’s got the makings of a tennis legend, but she’s also got that “it” factor. Coco Gauff is genuinely cool—something you can’t say about your average athlete.
New Balance, the brand behind Coco’s attire and kicks, smartly positioned the 19-year-old tennis prodigy as their star ambassador ahead of the US Open.
Gauff was the face of New Balance throughout the US Open, she was a prominent presence at NB’s Coco’s Court NYC pop-up, and her image even graced the iconic Times Square billboards.
But here’s the kicker: Coco Gauff unexpectedly became the poster child for New Balance’s hottest sneaker collaborations, showcasing an unprecedented reach for an athlete in a sport that’s considered a niche compared to, say, basketball.
In mid-August, Gauff featured in the campaign for Danish sensation GANNI’s latest New Balance shoe. A few weeks later, she was modeling the next NB sneaker, the T500 court shoe, in a collaboration with Aimé Leon Dore—an instant sell-out in the making.
Now, let’s get one thing straight: Gauff’s endorsement probably isn’t the sole reason these collab shoes are flying off the shelves.
Ganni’s New Balance searches soared by over 1000 percent in August, driven primarily by the rabid Ganni fan base. Similarly, ALD has a knack for making anything sell like hotcakes. They could slap their brand on a cereal box, and it would vanish from store shelves faster than you can say “celebrity endorsement.”
Yet, Coco Gauff’s presence in these recent campaigns isn’t a mere marketing ploy. It’s a statement of authenticity and a testament to her crossover appeal. It’s New Balance’s way of saying, “These shoes are cool in their own right, but they’re also cool enough for Coco Gauff.”
In essence, it’s the acknowledgment that Gauff is not just a supremely talented athlete but also a cultural tastemaker—a rare combination in her league. To be cool enough to naturally feature in ads for buzzy sneakers while holding a Grand Slam trophy? That’s the exclusive club where only Coco Gauff resides.
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