New Balance, the official apparel sponsor of Coco Gauff, has launched a limited-edition shirt to celebrate the 19-year-old’s historic victory at the US Open 2023. The shirt features the slogan “Call Me Coco Champion”, a reference to Gauff’s previous campaign with the brand, “Call me Coco”.
How Gauff became a champion
Coco Gauff, who turned pro in 2019, has been one of the most exciting and promising young talents in tennis. She made headlines when she reached the fourth round of Wimbledon 2019 at the age of 15, defeating Venus Williams along the way. She also reached the third round of the US Open that year, and the fourth round of the Australian Open in 2020.
However, Gauff had to wait until 2022 to win her first Grand Slam title, when she triumphed at the French Open, becoming the youngest women’s singles champion in Paris since Monica Seles in 1990. She followed that up with a quarterfinal appearance at Wimbledon 2022, and a semifinal run at the Australian Open 2023.
But it was at the US Open 2023 that Gauff achieved her biggest breakthrough yet. She entered the tournament as the No. 6 seed, and faced tough opponents such as Laura Siegemund, Elise Mertens, Caroline Wozniacki, Jelena Ostapenko, and Karolina Muchova. In the final, she faced No. 2 seed Aryna Sabalenka, who had just claimed the world No. 1 ranking from Iga Swiatek.
Gauff showed remarkable resilience and determination as she came back from a set down to defeat Sabalenka 2-6, 6-3, 6-2 in front of a roaring crowd at Arthur Ashe Stadium. She became the youngest US Open women’s singles champion since Serena Williams in 1999, and the first American to win the title since Sloane Stephens in 2017.
New Balance, which signed Gauff to a multi-year endorsement deal in 2018, was quick to congratulate its star athlete on her historic achievement. The company released a statement on its website, saying:
“We are incredibly proud of Coco and her amazing performance at the US Open. She has shown the world what we already knew: that she is a champion on and off the court. She embodies our brand values of fearlessness, authenticity, and excellence. We are honored to support her journey and celebrate her success.”
The company also announced that it would launch a limited-edition shirt to commemorate Gauff’s win. The shirt is available in white or black, and features the slogan “Call Me Coco Champion” in bold letters.
The shirt is part of New Balance’s “Call me Coco” campaign, which debuted in 2019 and aimed to showcase Gauff’s personality and passion for tennis. The campaign included a video series that featured Gauff’s family, friends, coaches, and mentors, as well as a website that invited fans to share their own stories of inspiration.
What’s next for Gauff
Gauff’s US Open win has cemented her status as one of the best players in women’s tennis, and one of the most popular athletes in sports. She has amassed over 1.5 million followers on Instagram and over 400 thousand followers on Twitter, where she shares her life and opinions with her fans.
Gauff has also been praised for her activism and leadership on social issues such as racial justice, gender equality, and mental health. She has spoken out against police brutality and systemic racism, participated in Black Lives Matter protests, and supported Naomi Osaka’s decision to withdraw from tournaments due to mental health concerns.
Gauff has said that she hopes to inspire other young people to pursue their dreams and make a positive impact on the world. She has also expressed her desire to win more Grand Slam titles, especially at Wimbledon, which is her favorite tournament.
With her talent, charisma, and determination, there is no doubt that Gauff will continue to make history and headlines in tennis and beyond. As she said after winning the US Open: “This is just the beginning.”