Coco Gauff's journey as a professional tennis player is not solely defined by her athletic achievements but also by her impressive and diverse portfolio of brand collaborations. Since turning professional at the age of 14 in 2018, Gauff has strategically aligned herself with a wide array of companies, ranging from sportswear giants to luxury brands, technology firms, and even food and beverage companies. These partnerships reflect a deliberate effort
to build a comprehensive personal brand that resonates with various consumer demographics and extends her influence far beyond the tennis court. Her ability to attract and maintain such high-profile endorsements speaks volumes about her marketability and the strategic vision behind her career.
The Enduring Partnership with New Balance
One of the cornerstones of Coco Gauff's endorsement strategy is her long-standing relationship with New Balance. This multi-year deal, officially announced in October 2018, has evolved significantly over time. Following her breakout performance at Wimbledon in 2019, New Balance launched the "Call Me Coco" campaign, a clever marketing move to familiarize the public with her preferred name. This campaign underscored the personal connection between Gauff and the brand, fostering a sense of authenticity.
The partnership reached new heights in 2022 with the launch of her first signature shoe, the Coco CG1, a testament to her growing influence in the athletic footwear market. This was accompanied by a long-term extension of their partnership, signaling mutual commitment. The success of this collaboration was further amplified after her 2023 US Open victory, when New Balance celebrated by launching a revised campaign, "Call Me Champion," building on the original slogan. In 2024, the second model of her signature shoe, the Coco CG2, was introduced. The collaboration even extended into high fashion in 2025 and 2026, with New Balance and Miu Miu launching co-branded versions of her signature shoe and a new collection, which Gauff wore during tournaments in Rome, Berlin, Cincinnati, and Wimbledon, and also sported the New Balance x Miu Miu 530 SL sneaker off-court. This demonstrates the depth and versatility of her relationship with New Balance, spanning performance wear to lifestyle fashion.
Diversifying Across Industries
Beyond her primary sportswear partner, Gauff has cultivated a diverse range of endorsements that showcase her broad appeal. In December 2018, she secured a long-term partnership with Head, a prominent company in sports equipment, ensuring her tennis gear was aligned with a leading brand. The year 2019 brought two significant additions: an endorsement deal with Barilla, a global food company, and becoming a Rolex Testimonee, associating her with a brand synonymous with luxury and precision. These early deals established her as a marketable figure across different consumer sectors.
As her career progressed, Gauff's partnerships expanded into technology, lifestyle, and professional services. In 2020, she partnered with Microsoft, focusing on analytics and education, highlighting her interest in areas beyond sports. The following years saw her join American Eagle for their spring campaign in 2022, and in 2023, she became an ambassador for the advisory CPA firm Baker Tilly. Further expanding her reach, she signed an endorsement deal with Bose, became a brand partner of UPS, and starred in an advertisement for Ray Ban x Meta smart glasses in 2023. The trend of diverse partnerships continued into 2024 with multi-year deals with natural hair brand Carol's Daughter and Naked Juice, where she was appointed Chief Smoothie Officer. Her global appeal was further recognized in 2025 when she joined Mercedes-Benz as a global brand ambassador. This extensive list of collaborations underscores Gauff's strategic approach to building a robust and varied brand presence.
