Coco Gauff has teased that exciting developments are coming soon with her long-time sponsor, New Balance.
Gauff ended the 2024 season in style by winning the second biggest title of her career at the WTA Finals after an epic final with Olympic gold medalist Qinwen Zheng. The 20-year-old eventually prevailed in a deciding set tiebreak.
It had been a challenging season for Gauff in places. After her form dropped during the grass court and the North American swings, she parted ways with coach Brad Gilbert, who has worked with stars like Andre Agassi and Andy Roddick.
Splitting from someone so high-profile was a brave decision, but it proved to be the right one. Gauff won the China Open in her first tournament with new coach Matt Daly, and the WTA Finals was just their third event together.
The American ended the season ranked at No. 3 behind Aryna Sabalenka and Iga Swiatek. Gauff took a shot at her online critics afterward, saying she had ended any claims about her having a bad season.
Although the season is over, Gauff remains active on Instagram, in particular, to communicate with fans. That includes giving updates about anything related to any of her sponsors.
One of Gauff's oldest sponsors is New Balance. The worldwide sports manufacturer signed with last year's US Open champion when she was just 14 years old after becoming aware of her talent.
Gauff seems to have a closer relationship with New Balance than any of her sponsors. When announcing her second signature shoe, she called the team that has worked with her from New Balance like family because they have been there every step of the way.
"I’ve been with the team since I was 14 years old and they are really like family to me. Over the last six years, I’ve grown so much as an athlete and person, both on and off the tennis court. The New Balance team has been there for every step of my journey and truly let me be myself when it comes to product and design."
The footwear manufacturer is also special to Gauff because she won the US Open while playing in her first signature shoes, which New Balance developed and released in 2022 under the name CG1.
Gauff's second signature shoes with New Balance were launched earlier this year. They are similar but not identical to the first pair, and the WTA Finals champion made a video for the manufacturer outlining why she liked them so much.
The 20-year-old excited fans in a recent Instagram story by revealing that she and New Balance were working on something new. However, she did not reveal what it was or when it might be released.
"Cooking up some cool stuff, @newbalance."
Gauff always looks stylish on the court with the footwear, hairstyles, or outfits she chooses. The design of her first two signature shoes was superb, and it will be exciting to see what she and New Balance have been working on when it is eventually released.