Coco Gauff recently reflected on signing her first deal with New Balance, the brand that supplies her on-court apparel and footwear. The partnership began when she was just 14 years old, a pivotal moment her father Corey helped guide. Gauff, now 21 and the reigning French Open women’s singles champion, revealed that she had little understanding of the contract’s value at the time.
Appearing on Nice Talk with Nikki Ogunnaike after her Roland Garros victory, the WTA No. 2 was asked if she knew what signing the New Balance contract at 14 entailed.
“No, I didn’t know anything about that. When I signed with New Balance at 14, I didn’t even know how much the contract was until I saw an article about it.”
Gauff explained that while money was never discussed upfront, her father’s confidence encouraged her to move forward with the deal.
“And so when New Balance came along, to be honest, my dad was just like, let’s just do it. I think you will like it. Just trust me on this. And I was like, okay. But he did that without mentioning money or anything like that. But it ended up being the best decision ever. And I’m so grateful for him to see the vision.”
From Blind Trust to Business Savvy: Gauff’s Evolving Role in Contract Decisions
Gauff admitted that in contrast to her early signing, she is now actively involved in the business side of her career. She attends meetings and carefully reviews contracts, demonstrating a more informed approach compared to her younger self.
“But yeah, obviously I’m more aware of what I’m making now. I’m very much in the business meetings now, looking at these contracts and things like that. But at the time, I’m very happy that they kept me unaware of that because I feel like I could have maybe wanted to play for the wrong reasons,” Gauff concluded.
Though neither Gauff nor New Balance has disclosed the financial details of their agreement, the relationship has flourished alongside her rising tennis career. Following her success, New Balance launched the Coco CG1, her signature shoe line, in 2022, which has since expanded into a full collection.
This year, New Balance introduced a new tennis apparel range designed specifically for Gauff, which she debuted at the 2025 Italian Open.
Showcasing New Collections: Gauff’s Fashion Collaborations Highlighted in Rome
In April 2025, New Balance partnered with luxury fashion label Miu Miu to create three new on- and off-court apparel sets for Coco Gauff. She wore the first set during the Italian Open, featuring a color palette dominated by navy and white accented with red.
The Italian Open marked an important tournament for Gauff, who reached the final but was narrowly defeated by the local favorite Jasmine Paolini, who claimed the coveted clay court title.
Looking ahead, Gauff is set to wear the second New Balance and Miu Miu collection during the German Open, a WTA 500 event played on grass courts. The third set is scheduled for its debut at the 2025 Cincinnati Open in August.
The Impact of the New Balance Partnership on Gauff’s Career and Image
The ongoing collaboration with New Balance has evolved alongside Coco Gauff’s impressive tennis achievements, reinforcing her status both as a top athlete and a style influencer. Her father Corey’s early foresight set the foundation for a partnership that has supported her rise from a promising junior to a major champion and business-savvy professional.
As Gauff gains more control over her endorsements and contract negotiations, her story highlights the importance of guidance during an athlete’s formative years, along with the value of building strong, long-term brand relationships.
The new fashion collaborations and signature products represent not just commercial success but also a platform for Gauff to further establish her identity on and off the court, resonating with fans and fashion enthusiasts worldwide.