Coco Gauff Goes Full Retro in Scintillating Surprise for Fans From $5.3 Billion Worth American Sponsor

A month ago, Coco Gauff and American Eagle released their first clothing line in collaboration. In what was a crossover between the influence of Gen Z consumers and the rise of female athletes as a force in marketing, the line featured sleek denim numbers. But what stood out the most was a denim jacket that featured the words, “Thank you to the people who didn’t believe in me.”

That was a quote by Gauff after winning the 2023 US Open. It was a bold statement – the entire essence of her line with American Eagle. And as that added another layer to the waves she’s making in the world of lifestyle tennis, Coco Gauff is back again! And this time, instead of going the way of Gen Z influence, the 20-year-old has fully embraced retro style in collaboration with her long-time sponsor, New Balance.

Gauff’s connection with New Balance goes beyond just a sponsorship; it’s a partnership that embodies her vision for merging performance with style. On Thursday, the $5.3 billion American sponsor shared a video of Gauff sporting her new kicks – the Coco C2 – showcasing a retro-inspire design bringing the 90s fashion back.

“The Coco CG2. Coco Gauff’s second signature shoe is an evolution in premium court design and inspired by 90’s basketball silhouettes,” New Balance described the shoe in the caption. “Crafted with responsive FuelCell technology for elite tennis athletes who make explosive moves on the court.” Unveiled in August before the US Open, the Boston-based brand officially released the shoes in select stores following this advertisement. “For the CG2, we did a lot of sensor testing,” said Gauff in the video.

“That’s the thing about New Balance. We keep evolving and making sure it performs as well as it looks,” she added. Speaking of evolving, the CG2 drew direct inspiration from the New Balance 550, one of the company’s lifestyle models, which also happens to be the 20-year-old’s favorite sneaker to wear off the court. But besides the 550, it also carried forward the idea behind the latest variation of her first signature show with New Balance.

As Coco Gauff won her first Grand Slam last year in Flushing Meadows, she sported the Coco CG1. A year later, after New Balance unveiled the CG2, Gauff told Andscape, “I won my first major in the CG1. So, that shoe will always be special to me. Having a signature shoe in the sport of tennis is a dream come true, and getting to build off the first model for the CG2 is another milestone I’m proud of.”

Discussions about the CG2 started in November 2022, almost a year before she won the US Open while wearing the CG1. And now that the newest design has hit the market, you can’t help but compare it to a variation of the CG1. A month before the Indian Wells Masters, Coco Gauff and New Balance dropped a vibrant, bold, and colorful design in the form of the CG1 Unity of Sport shoe. It stood out from previous softer-toned models, reflecting Gauff’s dynamic energy and fearless approach to the game.

Her influence was unmistakable—big, bright colors that mirrored her electric playing style and her lively personality, making these sneakers a true extension of the rising star herself. Gauff took to Instagram to share the exciting launch, posting a story featuring eye-catching shoes with the caption, “new colorway drop.” It didn’t take long for the hype to build as fans flooded social media with anticipation and excitement. Her latest signature shoe is no exception.

Just like the CG1 Unity of Sport, the CG2 is a fusion of 90s basketball style and cutting-edge performance – the next step in elevating high-end court fashion. They’re designed to enhance athletic performance, blending vintage flair with modern technology, making them a must-have for anyone who wants to dominate the court with style.

As Coco Gauff’s newest shoe continues to turn heads, the 20-year-old has been making headlines for more than just her fashion game. In a shocking move, she recently parted ways with her legendary coach, sending shockwaves through her fanbase. The decision left many wondering what’s next for the tennis phenom. But if her sneaker game is any indication, Gauff is all about bold moves—and she’s just getting started.