For hours after she won the 2023 US Open, Coco Gauff refused to change out of the baggy white T-shirt she put on over her match outfit following the trophy presentation.
The shirt worn by the 19-year-old tennis star featured one sentence in black script on the front:
“Call Me Coco Champion.”
For New Balance, this celebratory piece of apparel had been years in the making, since 2018, when Gauff turned pro at 14, and the Boston-based sportswear company signed her to an endorsement deal.
Last year, Gauff extended her New Balance contract after becoming the only active player in pro women’s tennis with a signature sneaker. And, at this year’s US Open, she laced up her shoe, the New Balance CG1, en route to winning her first career Grand Slam title.
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To celebrate the milestone, New Balance brought back the “Call Me Coco” slogan from the brand’s original marketing campaign, only this time with a revision.
“We’ve known Coco’s potential since we started working with her. And we’ve never questioned that potential, on or off court,” Evan Zeder, head of global tennis and baseball sports marketing for...