The love story between Coco Gauff and New Balance began in 2018. On one side, the young winner of the US Open, and on the other, one of the most important athleisure footwear and sportswear brands on the market. Today, we will talk about this sponsorship and the explosion of the New Balance phenomenon in the world of tennis.
Coco is the new champion of the US Open, crowned on the Flushing Meadow cement. At just 19 years old, she clinched her first Grand Slam title against Aryna Sabalenka, the disappointed Belarusian tennis player. Many things happened in the moments that followed her victory, all of which ended up on social media. From the gratitude expressed by the American tennis player to Billie Jean King – the former American tennis player who fought for equal prize money – to the emotional meeting with her parents, who were thrilled by their daughter’s achievement. It can be described as a perfect media storm. The perfect opportunity for a brand like New Balance, which dressed her from head to toe. From the Coco CG1 shoes to the T-shirt worn in the post-match celebration. A simple T-shirt with the NB logo and the inscription “Call Me Coco Champion.”
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The tournament’s location, New York, is also crucial for brands like New Balance. According to Jordan Rogers, an expert in branding and sports marketing, who shares this true marketing miracle on TikTok, this opportunity involved the convergence of five variables. The first element for success is the presence of an already well-known athlete, now ranked third in the world in women’s tennis. The second is the so-called “Big Moment”: winning the US Open, which, along with the T-shirt, availability on the online store, and Coco Gauff’s endorsement post on Instagram, made this marketing miracle possible.
@jordanrogers2626 Replying to @eva A Marketing Miracle: New Balance for Coco Gauff after her #usopen title 🏆🎾 #CocoGauff #NewBalance ♬ original sound – Jordan Rogers
According to Rogers, we can also talk about cross-product collaboration with Bose, another sponsor of Gauff. The tennis player wears headphones that match her outfit as she enters the court. It’s certainly not an isolated case of coordinated collaboration and extends to other sports like basketball or American football. In short, everything was perfect in this Slam for Coco and New Balance, with the T-shirt now sold out on the brand’s website.
