Coco Gauff launches a signature sneaker with New Balance

Coco Gauff debuted her new signature shoe with New Balance at the Atlanta Open on Sunday night, marking a major sponsorship milestone in the American phenom’s fledgling career.

Gauff presented the “NB Coco CG1” in an exhibition game after a two-year development process with New Balance. According Forbes, the 18-year-old becomes the only active female tennis player to have her own basketball and the only other active male or female player besides Roger Federer with iconic shoes.

The “NB Coco CG1” will be released on August 26.

“We looked at this opportunity to enter a category that has no signature and has a feminine head,” said Evan Zeder, head of tennis marketing at New Balance. Forbes. “It puts us in a different place and puts her in a different place. We build where she is going and not what she has done, using that as a starting point.

Gauff played a major role in the development of the shoe, beginning with vision meetings with New Balance shortly after she signed with the company in 2018. She was then involved in various stages of product testing before finally s Settle on 90s innovation. -inspired shoe.

“I feel like I’m learning every day and trying to stay in the moment for every detail,” Gauff said. Forbes. “I feel that I also brought knowledge. I’ve seen New Balance grow so much in a short time, and I’m glad they’re so open to my input and hearing my generation’s interests.

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The shoe’s first colorway is titled “Pompey” after Pompey Park, where Gauff grew up playing tennis in Delray Beach, Florida. New Balance has announced that more colorways, including one inspired by the US Open, will continue to be revealed in 2023.

“There are still a lot of colors to come,” said Gauff, per Forbes. “I love my time with the design team. I just met them recently and we’ve been reviewing some new designs, so I’m excited to keep this fresh.

Gauff’s first signature shoe release comes during a year of on-court career. The rising American star is fresh from a quarter-final at Wimbledon after reaching his first Grand Slam final at Roland Garros in June.

“I am beyond humility,” she said, per Forbes“by the opportunity to design a shoe so I can tear up just seeing it on people’s feet.”

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