• 28-FEB-2021

Boston, MA February 28, 2020 – Global athletic leader New Balance confirmed today the signing of tennis star, Eugenie ‘Genie’ Bouchard to a multi-year sponsorship deal.

 “I am incredibly excited to be joining the New Balance family,” said Bouchard. “I’ve always admired the brand’s heritage and I think it is one of the coolest, most innovative brands in the athletic industry right now. I look forward to working with the brand both on and off the court.”

Originally hailing from Montreal, Canada, Bouchard has been playing tennis professionally since the age of 15 and has competed at all major Grand Slam Tournaments, earning her first top-10 ranking in 2014. Also, in 2014, she became the first Canadian-born player to represent Canada in a Grand Slam singles final at just 20 years old. Bouchard has relocated to Las Vegas, NV to work under new training and coaching teams.

“Having Genie join the New Balance Family will help us to further accelerate our presence in the global tennis category. Additionally, her off-court interests will allow us to build on the significant momentum that the New Balance brand has in the lifestyle space,” says Pat Cassidy, Global Director of Consumer Brand Marketing & Athlete Activation at New Balance. “We look forward to working closely with Genie in the coming years to support her efforts on and off the tennis court.” 

Bouchard debuts the latest New Balance 327 colorway to kick off the new relationship which will be available in March. Follow her journey on Instagram @geniebouchard and @newbalancetennis as she begins her 2021 comeback season.


About New Balance

New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. Manufactured in the U.S. for over 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 6,000 associates around the globe, and in 2019 reported worldwide sales of $4.0 billion. To learn more about New Balance, please visit and for the latest press information please visit