At just 21, Coco Gauff has solidified her status as one of tennis’s brightest stars, not only for her on-court prowess but also for her marketability, which has made her the world’s highest-paid female athlete. Fresh off her 2025 French Open triumph, the American sensation recently shared a captivating story about her first major endorsement deal with New Balance, signed at the tender age of 14. In a candid conversation on *Nice Talk with Nikki Ogunnaike*, Gauff revealed how her father, Corey Gauff, played a pivotal role in securing the lucrative partnership, guiding her with a vision she didn’t fully grasp at the time. “I didn’t even know how much the contract was until I saw an article about it,” Gauff admitted, highlighting her youthful naivety when she inked the multi-year deal in 2018.
Gauff’s journey to stardom began in Delray Beach, Florida, where her athletic parents, Corey and Candi, nurtured her talent from age six. By 14, Gauff was already turning heads, having reached the US Open girls’ final at 13 and clinching the French Open junior title in 2018. Her meteoric rise caught the attention of major brands, but it was Corey’s foresight that steered her toward New Balance. “When New Balance came along, to be honest, my dad was just like, ‘Let’s just do it. I think you will like it. Just trust me on this,’” Gauff recalled. She trusted her father’s judgment, signing the contract without knowing its financial details. “It ended up being the best decision ever. And I’m so grateful for him to see the vision,” she added, crediting Corey’s belief in her potential.
The New Balance partnership has since become a cornerstone of Gauff’s brand. In 2022, she signed a long-term extension, launching her signature shoe, the Coco CG1, a rare honor for a female tennis player. “I couldn’t ask for a more committed team that is forward-thinking in their approach and match my love for the game with their passion for quality and creativity,” Gauff said of the collaboration. The deal, estimated to earn her around $1 million annually, has grown into a multifaceted partnership, including a 2025 collection with luxury brand Miu Miu, debuted at the Italian Open. Gauff is set to showcase the second set at the German Open and the third at the Cincinnati Open in August. “New Balance has supported me since my junior tennis years and has been by my side for the biggest moments of my career. The team feels like family,” she noted, emphasizing the deep bond.
At 14, Gauff was shielded from the business side of her career, a deliberate choice by her parents to keep her focused on tennis. “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,” she reflected. Now, as a two-time Grand Slam champion—having won the 2023 US Open and 2024 WTA Finals—she’s deeply involved in her business dealings, attending meetings and scrutinizing contracts. Her 2023 earnings, estimated at $22.7 million with $16 million from endorsements, reflect her status as a global icon, with additional sponsors like Rolex, Bose, and Barilla.
Corey Gauff’s role extended beyond securing the New Balance deal. A former college basketball player at Georgia State University, he became Coco’s coach, guiding her through a stellar junior career that saw her become the youngest Wimbledon main-draw qualifier in 2019. “My dad is the reason I play tennis,” Gauff said after her 2023 US Open win, acknowledging his influence. Her mother, Candi, a former track athlete, homeschooled her to support her training, creating a family-driven foundation for success. “My parents, they’re really my support system,” Gauff emphasized, noting their role in keeping her grounded.
The New Balance deal, orchestrated by Corey’s “vision,” has not only boosted Gauff’s estimated $35 million net worth but also positioned her as a trailblazer. Her signature shoe and Miu Miu collaboration highlight her influence in fashion and sport, inspiring young athletes. As she prepares for the grass-court season, with Wimbledon looming, Gauff’s story is a testament to trusting parental guidance and seizing opportunities, even when the full picture isn’t clear. “I want to be a role model to as many young athletes as possible,” she said, a goal she’s already achieving on and off the court.
Leave a Reply