New Balance will likely roll out a new Gauff-inspired collaboration around the U.S. Opengetty images
The U.S. Open next month will present a "fresh opportunity for New Balance to really market" Coco Gauff around the final Grand Slam of the year, according to Tim Newcomb of FORBES. Fans should "expect a new collaboration" from New Balance and Gauff in time for the U.S. Open. New Balance VP/Global & Sports Marketing Chris Davis said, "We are investing more from a product and marketing standpoint around the U.S. Open to really ensure that whatever collections we do come out [will] reflect Coco’s values and what she brings to the court." Still, Davis and New Balance "know Gauff is 15 years old and with a unique set of needs." Davis said that New Balance will "look at other categories that works for the young star" when the "timing is right." Davis added, "We are always up for co-creating content with our athletes and we love it when athletes bring ideas to the table and love it when they want to leave their mark on the product. It makes it more fun and stronger, solidifies the relationship as a partnership" (FORBES.com, 7/29).
