Coco Gauff Signs Extension Contract with Longtime Sponsor New Balance

  • 28-OCT-2022

Women’s Tennis Rising Star Commits Long-term to Global Athletic Brand

BOSTON, MA – October 28, 2022 – Today New Balance and tennis star, Coco Gauff, announced a long-term extension to their successful relationship. To celebrate the new chapter between New Balance and Coco the brand will launch a new colorway called the Coco CG1 All in the Family Thursday, November 3rd, 2022 just ahead of the WTA Finals where she will be the youngest player in the tournament.

“When working with Coco on this colorway we discussed the powerful properties found in crystals and how they are used to celebrate new beginnings,” says Cordell Jordan New Balance Footwear Designer. “The dark green and red found in the All in the Family colorway represent her heart and root chakras which stands for the vision and passion she has on and off the court, all while keeping her grounded and humble through it all.”

“I couldn’t ask for a more committed team that is forward-thinking in their approach and match my love for the game with their passion for quality and creativity. New Balance has supported me since my junior tennis years and has been by my side for the biggest moments of my career,” said women’s singles World No. 4, Coco Gauff. “The team feels like family, so it was an easy decision to extend with a team that has embraced me as a person and genuinely works to help bring out my best.”

“Our relationship with Coco is truly one of a kind. 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,” said Evan Zeder, New Balance Head of Tennis Sports Marketing. “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”

At only 18 years old, Gauff is in the midst of a career year, highlighted by her first Grand Slam final at the French Open and reaching her first quarter-finals at the US Open. She is also now the second youngest American player to reach Top 10 ranking and second youngest player in history to earn WTA World No. 1 Doubles Ranking.

About New Balance

New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. Manufactured in the U.S. for more than 75 years and representing a limited portion of our U.S. sales, New Balance MADE U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 7,000 associates around the globe, and in 2021 reported worldwide sales of $4.4 billion. To learn more about New Balance, please visit and for the latest press information please visit