Minutes after 19-year-old Coco Gauff won her first Grand Slam championship at the US Open on Saturday evening, New Balance — who has sponsored the teen phenom for the past five years — sent a fitting message on its brand new T-shirts: “Call me Coco Champion.”
The shirt can now be shopped on Newbalance.com, and retails for $30.
“Shout out to New Balance for making this shirt,” Gauff said, when she went live on Instagram after accepting the trophy and her $3 million check from legend Billie Jean King, the legend who brought equal pay to the US Open five decades ago.
Gauff, the youngest American US Open champ since Serena Williams in 1999, first wowed the tennis crowd four years ago, when at the age of 15 she beat Venus Williams at Wimbledon. At the time, #callmecoco became an instantly trending hashtag as the fresh new face emerged.
The emotional teen — who thanked the people who “didn’t believe in her” — celebrated with her parents, Candi and Corey Gauff, and her team.
“Today was the first time I’ve ever seen my dad cry,” Gauff said during her post-match remarks. She recalled him bringing her to the US Open to watch the Williams’ sisters, her idols.
Throughout the tournament, Gauff sported her signature Coco CG1 New Balance sneakers.
The ’90s-inspired colorway, dubbed “City Brights,” is cast in a burgundy, black and neon yellow, and features New Balance’s patent springy FuelCell technology for an ultra-cushioned feel. Additionally, the footwear includes sleek black lace-up closures and saddle gore bands that aid the wearer during lateral movement.
“The future began today,” New Balance wrote on Instagram.
In a statement released by New Balance after Gauff’s win, CMO and SVP of merchandising Chris Davis complimented the athlete on both her accomplishment and her character.
“We are honored to be a part of Coco’s incredible journey and are so proud to have her a part of the New Balance family,” Davis said in the statement. “Our relationship with Coco started with she was just 14 years old, but even then we could see what a special talent she was on the court but also off. Her victory at the 2023 US Open is a testament to her hard work and we look forward to supporting her throughout her long career.”
Coco Gauff Champion T-Shirt.
In the statement, Gauff added, “I’ve always believed that age is just a number, and your dreams are there to be chased no matter how old you are. This victory means the world to me, and I hope it inspires others to chase their dreams with determination and passion. I could never have done this without the support of my family and my team, and I am forever grateful for partners like New Balance that feel like an extension of my family and who have been with me since I was 14 years old.”