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New Balance Commemorates Coco Gauff’s US Open Victory with ‘Call Me Champion’ Shirt and Ad

September 10, 2023

Photo Credit: Footwear News/Getty

In a historic moment at the US Open on Saturday night, 19-year-old tennis sensation Coco Gauff secured her first Grand Slam championship. New Balance, her sponsor of five years, wasted no time in commemorating the occasion with a special message emblazoned on their brand new T-shirts: “Call me Coco Champion.” Tennis fans and Gauff supporters can now grab this celebratory shirt for $30 on Newbalance.com.

After receiving the trophy and a $3 million check from tennis legend Billie Jean King, who famously championed equal pay at the US Open five decades ago, Gauff took to Instagram to express her gratitude, giving a special shout-out to New Balance for creating the commemorative shirt.

Gauff’s remarkable journey began when, at just 15 years old, she stunned the tennis world by defeating Venus Williams at Wimbledon. The hashtag #callmecoco quickly went viral as the tennis prodigy became a household name.

Emotions ran high as Gauff celebrated her victory with her parents, Candi and Corey Gauff, and her dedicated team. She shared a touching moment, revealing that it was the first time she had ever seen her dad cry. She reminisced about her childhood, when her father brought her to the US Open to watch her idols, the Williams sisters.

Throughout the tournament, Gauff showcased her signature Coco CG1 New Balance sneakers. These stylish sneakers, with their 90s-inspired design, feature a striking burgundy, black, and neon yellow colorway. They also incorporate New Balance’s innovative FuelCell technology for exceptional cushioning, making them a favorite among athletes. The sneakers are complete with sleek black lace-up closures and saddle gore bands, offering enhanced lateral movement support.








As Gauff basks in the glory of her first Grand Slam win, New Balance aptly stated on Instagram, “The future begins today.” This victory is not only a testament to Gauff’s incredible talent but also to the enduring partnership between the young champion and her dedicated sponsor.


Credit: Footwear News

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