A (Game, Set) Match Made in Heaven: New Balance x Coco Gauff

There is a special place for fashion and branding in sports. When the right person, the right moment, the right product, and the right partnership all align, magic happens. 

This was the case when Coco Gauff, just 19 years old, made history by becoming the youngest American to secure the US Open title since Serena Williams in 1991. As she tearfully embraced her family, the world watched in awe, her triumph (and her T-shirt) etching her name in history as a champion.

Ready to harness this perfect storm of a media whirlwind was New Balance, a company that has successfully re-emerged as a staple brand among a younger, more fashionable generation. The Boston-based brand spotted Gauff’s potential early on, signing her at just 14. As Gauff continued to make headlines in recent years, one thing was clear: New Balance had found its perfect match in this undeniably cool, contemporary, and talented woman. 

The stage, aka center court of Arthur Ashe, was set perfectly when, a year after launching Coco’s signature shoe, the CG1, her US Open win catapulted the brand back into the spotlight. Within minutes of Gauff’s victory, New Balance unveiled T-shirts emblazoned with “Call me Champion.” Worn by Coco, her parents, and coaches during her acceptance speech, the shirt instantly sparked an online frenzy. 

Reflecting on her win and partnership with New Balance, Coco said, “I’ve always believed that age is just a number and dreams are worth pursuing at any age. This win means everything to me, and I hope it encourages others to chase their dreams with tenacity and zeal. I owe this success to the unwavering support of my family, team, and partners like New Balance, who have been there for me since I was 14.”

Indeed, this partnership seems to be a match made in heaven, a partnership that’s only just begun. Congratulations are in order, brava Coco and New Balance!

Oh, and of course, shop the shirt here.

Written by Julia Gagliano