Gauff Unveils New Sneaker and Outfits at Flushing Meadows
Coco Gauff opened her US Open with a win while introducing a new New Balance lifestyle sneaker and custom match attire. The shoe, model 983, draws from 2000s running designs and launches in October. Gauff also wore two custom kits inspired by New York's energy.
The New Balance 983 represents a design study in early-2000s running aesthetics, incorporating ABZORB SBS cushioning elements and wave-shaped tooling details. Priced at $160, the lifestyle sneaker arrives October 1 through New Balance's website and select retail partners. Gauff's campaign collaboration with musician Aminé emphasizes styling versatility rather than athletic performance.
For her on-court presence, Gauff wore two distinct kits referencing Manhattan's Garment District heritage, with colorways named Dawn Glow, Enoki, and NB Navy. Her walk-on bomber jacket features gathered cuffs and a two-way zipper. She also debuted a matching US Open colorway of her signature Coco CG2 tennis shoe, available through NewBalance.com.
This launch could strengthen the crossover between athletic footwear and streetwear culture, potentially influencing how younger tennis fans view player endorsements. Gauff's dual focus on performance gear and lifestyle sneakers may encourage other brands to pursue similar dual-category partnerships with athletes. The fashion-forward approach could also expand tennis's cultural reach beyond traditional sports audiences, though its lasting commercial impact will depend on consumer reception and retail performance.