'It ended up being the best decision ever': Coco Gauff credits father for landing New Balance deal at 14

At just 14 years old, Coco Gauff signed one of her first major endorsement deals with sportswear brand New Balance. Looking back, the tennis star says it was her father, Corey Gauff, who encouraged her to go for it.

Speaking on Nice Talk with Nikki Ogunnaike, Gauff admitted she had little understanding of the contract at the time.

Coco answered saying: "No, I didn't know anything about that. When I signed with New Balance at 14, I didn't even know how much the contract was until I saw an article about it.".

"And so when New Balance came along, to be honest, my dad was just like, let's just do it. I think you will like it. Just trust me on this. And I was like, okay. But he did that without mentioning money or anything like that. But it ended up being the best decision ever. And I'm so grateful for him to see the vision."

The decision turned out to be a game-changer. Gauff has since become one of New Balance’s most prominent ambassadors. She launched her own signature shoe line, the CG1, becoming the brand’s first tennis player to receive a personalised sneaker.

Now 20, Gauff is not only a US Open champion but also an active participant in the business side of her career. She acknowledged how grateful she is that her parents shielded her from the financial details when she was younger.

Gauff shared why the partnership continues to thrive: "But yeah, obviously I'm more aware of what I'm making now. I'm very much in the business meetings now, looking at these contracts and things like that. But at the time, I'm very happy that they kept me unaware of that because I feel like I could have maybe wanted to play for the wrong reasons," Gauff concluded.

Gauff’s collaboration with New Balance has recently entered a new chapter with the release of her 2025 tennis apparel collection, created in partnership with luxury fashion house Miu Miu. The first set was unveiled at the Italian Open, where she debuted a striking look that blends high fashion with on-court functionality.