Coco Gauff is making waves both on and off the court with a fresh fashion collaboration that ties her signature style to one of tennis's most iconic legacies. The 21-year-old US Open champion recently unveiled a new partnership between her longtime sponsor New Balance and the luxury fashion brand Miu Miu while gearing up for her third-round match against Emma Raducanu at the Italian Open in Rome.
Stepping firmly into the business world, Gauff has parted ways with her former agency, Team 8, establishing her own commercial venture, Coco Gauff Enterprises. According to Forbes, she was the highest-paid female athlete of 2024, bringing in $34.4 million, with $25 million earned through endorsements and off-court ventures. Her ambition? To follow in the footsteps of tennis legends Serena Williams and Roger Federer as a fashion icon in the sport.
During a recent interview, Gauff shared insights into her collaboration with New Balance and Miu Miu, owned by Prada. She debuted a new match outfit, largely designed by herself, reflecting her personal style and the influence of Gen Z fashion trends. "Fashion is huge now, especially with TikTok and everything," she said. "Bringing that energy to tennis could attract people who might not have been familiar with the sport or only knew players like Serena or Roger."
While winning remains her primary focus, Gauff emphasizes how her on-court appearance complements her athletic performance. "I want to introduce fans to more niche players through fashion," she explained. "I enjoy dressing up and hope others connect with what I bring to the game." Her partnership with New Balance, which began in 2022, marked a milestone as she became the first female tennis player to have a signature sneaker—only the second after Federer.
Resurgence on the Court
Despite a rocky start to 2025, Gauff has shown impressive resilience. She wrapped up 2024 with victories at the WTA Tour Finals in Riyadh and the Beijing WTA 1000 tournament, plus a crucial role in Team USA's United Cup win. Early exits in Melbourne, Qatar, and Dubai signaled challenges, but Gauff bounced back with a quarterfinal finish in Stuttgart and strong performances in Madrid, defeating rising star Mirra Andreeva and World No. 2 Iga Swiatek before falling to World No. 1 Aryna Sabalenka in the final.
A Vision Beyond Tennis
Looking ahead, Gauff is determined to become not just a sports star but a cultural figure. "One of my goals has always been to bring culture into tennis—not that it’s missing, but to add more," she stated. Her upcoming match against Emma Raducanu at the Italian Open highlights their shared journey—both captured US Open titles as teenagers, heralding a new generation of champions.
Coco Gauff’s blend of athletic talent and fashion savvy positions her as a compelling figure in tennis’s evolving story, promising an exciting future where sport and style go hand in hand.
