Coco Gauff serving up style with new signature shoe just in time for the US Open
The US tennis star has been a New Balance ambassador since she was 14
As Coco Gauff gears up to defend her US Open title this month, she’s also making waves off the court with the launch of her second signature shoe with New Balance.
The tennis prodigy, who claimed her first Grand Slam in New York City less than a year ago, is continuing to make an impact in the world of sportswear despite recent setbacks on the tennis courts.
The new shoe, named the Coco CG2, is an evolution of Gauff’s first signature model and pays homage to the New Balance 550, a classic sneaker from 1989.
This release is timed perfectly as Gauff prepares to compete at this year’s US Open, where she will seek to replicate her previous success.
“The 550 is one of my favorite shoes to wear off the court. It’s so classic and I love its ’90s-inspired basketball influence,” Gauff remarked.
“The basketball stitching on the tongue is one of my favorite details. I wanted to bring this into the CG2 while making it unique to me, so we put a tennis ball instead.”
The Coco CG2 will debut in an “oxidized blue and yellow” colorway, which draws inspiration from the Statue of Liberty and the vibrant lights of New York City.
Priced at $170, the shoe features a multi-density FuelCell midsole and an embedded carbon fiber plate for enhanced performance on the court.
Gauff’s new signature shoe incorporates personal touches, including the initials ‘CG’-a nod to both her and her family.
“Family is so important to me, and the details are small reminders that feel like they’re with me on the court,” she added.
New Balance is expanding the availability of the CG2 compared to Gauff’s first signature model, with more pairs expected to be on the market.
“We kept the CG1 pretty tight,” explained Josh Wilder, senior product line manager for New Balance’s tennis line.
“We didn’t want to blow it out of the water. We’re building something with Coco, and we understood that.”
The development of the CG2 began in fall 2022, shortly after the release of the CG1.
“Coco was still getting used to [the CG1], and that’s when we started to bring her CG2 conversations and concepts,” said Evan Zeder, New Balance’s director of global sports marketing for tennis and baseball.
As Gauff continues to shine on the court, with a recent US Open singles title and a French Open doubles title under her belt, her partnership with New Balance is set to grow.
“It all kind of happened concurrently,” Zeder noted of the re-signing and the new shoe development.
The US Open is set to begin on Monday, August 26, with the women’s final scheduled to take place on Saturday, September 7 at Flushing Meadows, New York.
