In a landscape where companies typically pursue athletes who are currently in the spotlight, the alliance between Coco Gauff and New Balance stands out as a prime example of investing in potential before the individual achieves stardom.
New Balance entered into a partnership with Coco Gauff at the young age of 14 in 2018, well before she became a Grand Slam champion recognized globally in tennis. The company recognized her potential early on and committed to a mutual growth journey.
This commitment is what South African tennis enthusiast and Kurumana’s MVP @PortiaMoemedi emphasized in a tweet praising the partnership:
“Oh @newbalance, what you have done for Coco Gauff since she was only 14 is admirable. Your patience is something other brands can learn from! If anyone has written a marketing case study on Coco and NB, please send it to me 🥺❤️. You mean the world to us NB❤️.”
