New Balance Celebrates Coco Gauff US Open Win With ‘Call Me Champion’ Shirt, Ad
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.”
“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 90s-inspired Coco CG1 New Balance sneakers.
The sneaker is cast in a burgundy, black and neon yellow colorway 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 begins today,” New Balance wrote on Instagram.