The story behind New Balance’s ‘Call Me Champion’ campaign for Coco Gauff

September 18, 2023

Last year, Gauff extended her New Balance contract after becoming the only active player in pro women’s tennis with a signature sneaker. And, at this year’s US Open, she laced up her shoe, the New Balance CG1, en route to winning her first career Grand Slam title.

To celebrate the milestone, New Balance brought back the “Call Me Coco” slogan from the brand’s original marketing campaign, only this time with a revision. ANDSCAPE