At just 21, Coco Gauff has cemented her place as one of tennis’s brightest stars, with two Grand Slam titles and a net worth estimated at $35 million. Her meteoric rise began long before her 2023 U.S. Open triumph or her recent 2025 French Open victory. A pivotal moment in her career came at the tender age of 14, when she signed a groundbreaking endorsement deal with New Balance—a decision orchestrated by her father, Corey Gauff, that she now calls “the best decision ever.”
In a recent interview on *Nice Talk with Nikki Ogunnaike*, Gauff reflected on the early days of her partnership with the Boston-based sportswear giant. At 14, she was already turning heads on the junior tennis circuit, having become the youngest girl to reach the U.S. Open junior final in 2017 and clinching the French Open girls’ title in 2018. Her prodigious talent caught the attention of New Balance, which saw in her a future icon to carry the brand forward. Yet, as a teenager focused on her forehand and footwork, Gauff admitted she was oblivious to the financial stakes of the deal. “No, I didn’t know anything about that,” she said with a laugh. “When I signed with New Balance at 14, I didn’t even know how much the contract was until I saw an article about it.”
The negotiations were left entirely in the hands of her father, Corey, whose foresight proved instrumental. Without discussing monetary details, he encouraged his daughter to trust his judgment. “My dad was just like, ‘Let’s just do it. I think you will like it. Just trust me on this,’” Gauff recalled. “And I was like, OK.” That leap of faith has since blossomed into one of the most lucrative and enduring partnerships in tennis, with industry estimates suggesting Gauff earns around $1 million annually from New Balance alone.
Corey Gauff’s vision extended beyond dollars and cents. By shielding his daughter from the financial specifics, he ensured her focus remained on her passion for the game. “I’m very happy that they kept me unaware of that because I feel like I could have maybe wanted to play for the wrong reasons,” Gauff said. This approach allowed her to develop as an athlete and a person, free from the pressures of her growing marketability. Today, she’s deeply involved in her business dealings, attending meetings and scrutinizing contracts, a stark contrast to her teenage self who relied on her parents’ guidance.
The New Balance partnership has evolved alongside Gauff’s career. In 2022, she signed a long-term extension with the brand and launched her signature shoe, the Coco CG1, becoming the first New Balance tennis player to receive such an honor. The shoe line has since expanded into a full collection, with vibrant colorways inspired by her Florida roots and personal style. In 2024, Gauff became the face of a high-profile collaboration between New Balance and luxury fashion house Miu Miu, debuting sophisticated on- and off-court apparel at the 2025 Italian Open. She’s set to showcase the second set of this collection at the upcoming German Open and the third at the Cincinnati Open in August 2025.
Gauff’s success transcends the court. Her charisma and authenticity have made her one of the most marketable athletes globally, with endorsements from Rolex, Bose, Barilla, and more. Her 2023 earnings reportedly reached $22.7 million, with $16 million from endorsements alone, placing her atop Sportico’s list of highest-paid female athletes. Yet, she remains grounded, crediting her family for keeping her focused. “New Balance has supported me since my junior tennis years and has been by my side for the biggest moments of my career,” she said in 2022. “The team feels like family.”
From a 14-year-old trusting her father’s instincts to a global superstar shaping her own legacy, Coco Gauff’s journey is a testament to talent, trust, and strategic vision. As she prepares for Wimbledon and beyond, her partnership with New Balance continues to redefine what it means to be a champion—both on and off the court.
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