Reigning U.S. Open singles tennis champion Coco Gauff returned to New York City to celebrate the launch of her latest signature shoe with New Balance called the Coco CG2. On Thursday, August 22, New Balance hosted the exclusive opening of Gauff’s pop-up experience called Coco’s Court for the second year where lucky guests had the opportunity to meet the tennis superstar and check out the beautiful new Coco CG2 shoe and other exclusive New Balance apparel. Guests also enjoyed on-site product customization, Gauff’s favorite treats, and a surprise live performance from Jaden Smith.
Gauff happily arrived at Coco’s Court looking very hip and stylish. Soon, she was introduced to guests by Samia Akbar, New Balance’s Global Marketing Manager, who delivered an inspiring speech at the beginning of the pop up party. “You’ve jam-packed your schedule, it’s been very aggressive and we’ve been cheering you on every step of the way, and you’ve been able to see some fruits of your labor and I hope you’re so proud of yourself because we’re so proud of you,” Akbar said to Gauff in front of the crowd. “She is the only woman in tennis with her signature product and it’s a real labor of love. Coco has been very involved every step of the way in these efforts.”
In the spirit of celebrating the tennis phenom’s successes, New Balance surprised Gauff with a live performance by Smith, who appeared on stage to perform his hit song “Icon,” which is one of Gauff’s favorite songs. “I was not expecting this,” Gauff said to Smith, a New Balance ambassador. “I listen to this song every day. Every time I play, it gets me so hyped. This is crazy. Oh my goodness!”
After Smith’s raging performance, Gauff mingled with guests and graciously posed for selfies. Then, she took a tour of Coco’s Court, which is open to the public through August 24 at 29 West 23rd Street in Manhattan’s Flatiron district. She was very impressed by the on-site activations that included a sound booth that featured songs from Gauff’s game time playlist, a PlayStation gaming area, a mini tennis court for photos, banana ice cream from Morgenstern’s, and the sprawling displays of Gauff’s stunning apparel line from New Balance.
The CG2 shoes are the second signature model from Gauff’s New Balance line. The shoe combines fashion-forward aesthetics with high performance designed for intense competition. The Coco CG2 takes inspiration from New Balance’s 550s – one of her favorite styles – while adding geometric shapes inspired by Gauff’s love of Paris. The model carries over the same Energy Arc technology that won her a Grand Slam while adding a full-length FuelCell midsole for a propulsive underfoot feel. Lastly, the light greenish colorway of the CG2 takes inspiration from New York’s Statue of Liberty and the glowing lights of the city.
“I had as much fun designing and collaborating on the Coco CG2 as I did with the Coco CG1,” Gauff said in a statement. “My relationship with the New Balance team is incredible, and I’m excited to see what people think of the evolution of this shoe!”
Gauff is playing her first match at the 2024 U.S. Open on Monday, August 26, and will be wearing the show stopping CG2 shoes. The VIP guests attending the pop-up received complimentary CG2 to take home so that they could wear the star’s signature shoe. “The CG2 shoes are so stylish and comfortable,” raved one guest who immediately tried on the shoes. “I’m so happy that New Balance still makes great shoes for anyone to wear.”
Photo Credit: New Balance
