NEW BALANCE UNVEILS COCO GAUFF AUSTRALIAN OPEN KIT

Summary:

• New Balance releases Coco Gauff's Australian Open collection, marking the first time fans get access to her personalized tournament kit
• The collection features three distinct looks designed for different tournament moments, plus new CG2 and Coco Delray sneaker colorways
• The kit draws inspiration from Australian summer with hot marigold, navy blue, and daybreak periwinkle colors

New Balance has released the Coco Gauff Australian Open collection ahead of the 2025 tennis season's first major tournament. The launch marks a departure from previous athlete collaborations: fans will have direct access to purchase a version of the personalized kit Gauff wears on court.

The collection addresses multiple needs across tournament play. Gauff worked directly with New Balance designers to create three separate outfits, each serving a specific function during the competition. The design team focused on performance requirements while incorporating visual elements that reflect Gauff's personal aesthetic preferences.

The on-court ensemble pairs a perforated stretch tank top with a pleated skirt. The skirt features a flared hem designed to allow full range of motion during play. For practice sessions, the collection includes a cropped t-shirt and shorts combination. The walk-on look consists of an oversized color-block tracksuit intended for pre-match appearances.

Color selection draws from the Australian landscape and Melbourne's court surfaces. The palette combines hot marigold, navy blue, and daybreak periwinkle. These tones provide contrast against the blue hard courts at Melbourne Park. The color scheme also references coastal environments and summer light conditions in the Southern Hemisphere.

New Balance expanded the collection beyond apparel. Two new colorways of the Coco Delray sneaker accompany the clothing line. The CG2 shoe receives a fresh color treatment aligned with the kit's overall palette. These footwear options give buyers multiple ways to incorporate the collection's design language.

Julie Pike, Senior Vice President of Global Apparel at New Balance, explained the company's approach to the collaboration. The brand tracked Gauff's development as both an athlete and a public figure since she joined New Balance. The kit represents an evolution in their partnership, moving toward designs that balance technical requirements with personal expression.

Gauff participated throughout the design process. She specified preferences for bold colors and feminine silhouettes. The athlete wanted the collection to reflect her affinity for beach environments and summer aesthetics. The perforated fabrics and flowing lines address both ventilation needs and visual movement.

This release differs from standard athlete endorsement models. Previously, professional players received custom kits unavailable to consumers. New Balance has shifted this approach with Gauff, creating a version of her personalized designs for retail sale. The move allows fans direct participation in the athlete's style choices.

Distribution begins January 17 across select global markets. Online sales will operate through newbalance.com/ao. Physical retail locations include New Balance flagship stores worldwide, excluding the Oxford Street London location. A temporary New Balance pop-up shop at Federation Square in Melbourne will sell the collection during the Australian Open tournament window.

The collection targets multiple consumer segments. Competitive tennis players get performance wear tested at the professional level. Casual fans access Gauff's aesthetic without requiring on-court functionality. The varied price points across apparel and footwear create entry options for different budgets.

New Balance positions this release within broader tennis marketing strategies. The Australian Open provides global visibility as the year's first Grand Slam event. January timing capitalizes on New Year fitness resolutions and early-season tennis enthusiasm. Melbourne's summer setting aligns with the collection's warm-weather design inspiration.

Gauff's involvement extends beyond standard endorsement activities. She contributed to fabric selection, silhouette development, and color decisions. This collaborative method differs from traditional athlete sponsorships where brands present finished products for approval. The result reflects Gauff's input at multiple design stages.

The collection's success will inform future New Balance athlete collaborations. Consumer response to the direct-purchase model provides data on fan interest in replica professional kits. Sales figures will guide decisions about expanding similar offerings with other sponsored athletes.