Today, the Boston-based sportswear giant introduced the New Balance Coco CG2, just ahead of Coco Gauff‘s anticipated return to the US Open, where she will defend her title as the reigning women’s singles champion. Last year, Gauff sported her first signature shoe, the CG1, as she claimed her first Grand Slam victory since turning professional and signing with New Balance at the age of 14.
Coco Gauff prepares for US Open with New Balance’s latest signature shoe
Amid one of the busiest periods in her burgeoning career, 20-year-old tennis sensation Coco Gauff has been diligently gearing up for the release of her second signature shoe, created in collaboration with her long-time sponsor, New Balance.
“I won my first major with the CG1, so that shoe will always hold a special place in my heart,” Gauff shared with Andscape, a news platform, via email. “Having a signature shoe in tennis is a dream come true, and being able to build on the success of the first model with the CG2 is another milestone I’m incredibly proud of.”
New Balance plans to officially launch the Coco CG2 at a price of $170 per pair, continuing the celebration of Gauff’s Grand Slam success, which last year featured the “Call Me Champion” advertising campaign.
Debut to dominance
Despite the shoe’s late August release, the world’s second-ranked female tennis player is not expected or contractually required to debut her CG2 on the court during the year’s final major tournament.
Gauff’s upcoming appearance at the US Open will mark her 16th tournament of 2024. Throughout her rigorous eight-month schedule, she has competed in 11 different countries, including representing Team USA as the flag bearer during the opening ceremony of the 2024 Paris Olympics.
Considering the typical 18 to 24-month timeline for designing and launching a signature shoe, discussions about the New Balance Coco CG2 began in November 2022, roughly four months after Gauff’s first shoe hit the market in July 2022. This means that the design process for her second signature shoe was already underway nearly a year before she clinched her first Grand Slam title at the 2023 US Open.
From CG1 to CG2
In the fall of 2022, New Balance hosted Gauff and her family in Boston for the first official meetings about the design of her second shoe, at which point she had only participated in a few tournaments wearing the debut CG1. Consequently, New Balance had significant work ahead in collaborating with Gauff, who had signed a multi-year contract extension with the brand in 2022 to continue developing her line of signature footwear and apparel.
A key element of New Balance’s approach with Gauff has been maintaining consistency within the team of executives and designers working on her signature products. Gauff has expressed her appreciation for working with a dedicated team at New Balance.
Since first signing Gauff in 2018, New Balance has embraced a partnership approach with her, which has contributed to the brand’s broader resurgence and expansion of athlete endorsements, including signing stars like Los Angeles Dodgers pitcher Shohei Ohtani, Arizona Cardinals rookie wide receiver Marvin Harrison Jr., and Brazilian soccer forward Endrick.
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