25
Reigning US Open singles tennis champion Coco Gauff returned to New York City to celebrate the launch of her newest signature shoe with New Balance called the Coco CG2. On Thursday, August 22, New Balance hosted the second exclusive opening of Gauff’s pop-up experience called Coco’s Court, where lucky guests had the opportunity to meet the tennis superstar and test out the beautiful new Coco CG2 shoe and other exclusive New Balance apparel. Guests also had the opportunity to have products customized on-site, enjoy Gauff’s favorite treats and see a surprise live performance by Jaden Smith.
Gauff arrived happy and very hip and stylish at Coco’s Court. She was soon introduced to the guests by Samia AkbarNew Balance’s Global Marketing Manager, who gave an inspirational speech at the start of the pop-up party. “You packed your schedule, it was very ambitious and we cheered you on every step of the way and you got to see some fruits of your labor and I hope you are so proud of yourself because we are so proud of you,” Akbar told Gauff in front of the crowd. “She is the only woman in tennis with her own signature product and it is a real labor of love. Coco has been very involved in every step of this effort.”
To celebrate the tennis phenom’s achievements, New Balance surprised Gauff with a live performance by Smith, who came on stage to sing his hit “Icon,” one of Gauff’s favorite songs. “I wasn’t expecting this,” Gauff told Smith, a New Balance ambassador. “I hear this song every day. Every time I play, it makes me so excited. It’s crazy. Oh my goodness!”
After Smith’s rousing performance, Gauff mingled with guests and posed liberally for selfies, then took a tour of Coco’s Court, which is open to the public at 29 West 23rd Street in Manhattan’s Flatiron District through August 24. She was very impressed with the on-site activities, which included a sound booth with songs from Gauff’s playlist for playtime, a PlayStation gaming area, a mini tennis court for photos, banana ice cream from Morgenstern’s and the sprawling displays of Gauff’s stunning New Balance apparel line.
The CG2 shoes are the second signature model from Gauff’s New Balance line. The shoe combines forward-thinking aesthetics with high performance designed for intense competition. The Coco CG2 is inspired by New Balance’s 550s – one of her favorite styles – and has added geometric shapes inspired by Gauff’s love of Paris. The model features the same Energy Arc technology that helped her win a Grand Slam and has a full-length FuelCell midsole for a propulsive feel underfoot. And finally, the CG2’s bright green colorway is inspired by New York’s Statue of Liberty and the city’s glowing lights.
“I had just as much fun designing and collaborating on the Coco CG2 as I did on 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 will play her first match at the 2024 US Open on Monday, August 26, and will be wearing the stunning CG2 shoes. VIP guests who attended the pop-up were given free CG2s to take home so they could wear the star’s signature shoe. “The CG2 shoes are so stylish and comfortable,” raved one guest, who immediately tried the shoes on. “I’m so glad New Balance is still making great shoes that everyone can wear.”
All photos courtesy of New Balance
