From New Balance To Carol’s Daughter: Inside Coco Gauff’s Growing Business Portfolio

The two-time Grand Slam champion has built one of the deepest endorsement rosters in sports, and the brands she has chosen say as much as the ones that chose her.

Every conversation about Coco Gauff’s business portfolio has to begin with New Balance, because everything else in her career was built on top of it. The brand signed Gauff when she was fourteen years old, years before most companies would take a chance on a junior player nobody outside the sport had heard of yet. That early bet turned into the only signature shoe deal in tennis outside of Roger Federer’s, with New Balance releasing the Coco CG1 in 2022 and the Coco CG2 two years later, each one designed with Gauff’s family closely involved, including a quote from her father stitched into the toe of her debut shoe.

Gauff has described the relationship in terms that go beyond a typical sponsorship. She has said the New Balance team feels like family, and that they have been with her for the biggest moments of her career, not just the profitable ones. That kind of loyalty is rare in athlete endorsements, where brands often chase whichever athlete is winning that season instead of the one they believed in before anyone else would.

A Step Into High Fashion

New Balance is not the only fashion story in Gauff’s portfolio. Since 2025, she has also fronted an ongoing collaboration between New Balance and Miu Miu, the Italian luxury house founded by Miuccia Prada. The partnership debuted on court at the Rome Masters that spring, continued through the Berlin Grass Court Tournament and Cincinnati Open, and returned for a second campaign at Wimbledon in June 2026, complete with a reworked version of the brand’s cult favorite 530 SL sneaker.

The collaboration is a different kind of deal than her others. It is not built around a single sponsor logo, but around Gauff being trusted to carry a genuine fashion moment, one that treats her as a style figure and not only an athlete. Miu Miu has described its identity as rooted in strength, intelligence, and individuality, values it has chosen to put directly on a two-time Grand Slam champion rather than a traditional runway face, which says as much about where women’s tennis sits in fashion right now as it does about Gauff herself.

A New Tier Of Partnership

If New Balance represents where Gauff’s business career began, Mercedes-Benz represents where it currently stands. The luxury automaker named Gauff a global brand ambassador in December 2025, a category of partnership historically reserved for legends like Federer. The timing said just as much as the deal itself. It landed within days of Gauff being named the world’s highest-paid female athlete for the third consecutive year, and it moved her endorsement portfolio from athletic wear into the kind of luxury lifestyle territory that very few women in sports ever reach.

Gauff has framed the partnership as a natural fit rather than just a paycheck, pointing to a shared belief in pushing past limits as the connective tissue between her game and the brand. For Mercedes-Benz, adding Gauff signals a deliberate move to align its name with the next generation of athletes shaping culture beyond their sport, the same way it did with Federer a decade earlier.

A Beauty Deal With History Behind It

Among every brand in Gauff’s portfolio, none carries the cultural weight of Carol’s Daughter. The natural hair care company, founded by Lisa Price in her Brooklyn kitchen in 1993, signed Gauff to a multi-year partnership in 2024, making it the first beauty brand in her lineup. The deal was framed explicitly around uplifting Black beauty for a new generation, and it plugged Gauff into a brand with real history behind it, one that built its name selling homemade recipes at flea markets long before it became a fixture on store shelves nationwide.

Gauff has said the partnership reflects values she already held before any contract existed, pointing to Carol’s Daughter’s decades of expertise as something she genuinely respected rather than something a marketing team assigned to her. Price, in turn, described seeing Gauff represent the brand as a continuation of work that started long before Gauff picked up a racket, a testament to the representation that came before her.

Precision And Legacy On Her Wrist

Rolex does not sponsor athletes casually, and being added to its roster puts Gauff in rare company. The Swiss watchmaker has spent nearly a century building partnerships with people it considers exceptional across sports, exploration, and the arts, and Gauff’s addition to that list places her alongside some of the most decorated names in tennis history. It is the kind of deal that has less to do with visibility and more to do with legacy, the sense that a brand built on precision wanted its name next to a player it believes will still be talked about decades from now.

For Gauff, the Rolex partnership functions differently than her other deals. It is not about selling a product to her fan base the way a sneaker or a haircare line does. It is about association, about being recognized by an institution that has spent generations deciding who represents excellence and who does not.

Recovery, Sound, And The Deals That Follow Her Everyday Life

Ahead of the 2026 US Open, Gauff added ŌURA Ring to her lineup, a smart ring built to track recovery, sleep, and performance data. The timing was deliberate. Coming off one of the busiest stretches of her season, the partnership gave Gauff a tool for the exact kind of long-term physical maintenance that keeps a professional athlete’s career sustainable, not just another logo on her wrist during a match.

Bose has featured Gauff in its advertising, aligning her with a brand that markets itself on tuning out everything except the moment in front of you, a fitting message for an athlete whose game depends on composure under pressure. Head remains her long-standing racket sponsor, one of the earliest deals in her career and still one of the most foundational, since it touches the literal equipment she uses to compete rather than her image around the sport. Her portfolio also includes Baker Tilly, Chase Bank, Barilla, UPS, Microsoft, and a partnership with Meta and Ray-Ban around their smart glasses line, along with American Eagle. Taken together, these are not flashy headline deals. They are the brands that show up in an ordinary week of a young professional woman’s life: the bank she uses, the pasta in her kitchen, the glasses on her face, which is exactly the kind of everyday relevance that keeps an athlete’s name in front of people long after a match has ended.

A Business Being Run Like One

None of this happened by accident. In 2025, Gauff took control of her own career by launching Coco Gauff Enterprises in partnership with WME, closing the book on a long-standing relationship with Roger Federer’s Team8 agency. She described the new venture as an extension of who she already was, someone whose interests reach past tennis into business and philanthropy, while making clear that tennis still comes first.

What her endorsement list shows, when you actually sit with it, is a young woman being intentional. She stayed loyal to the brand that believed in her before anyone else did. She said yes to the beauty company whose mission mirrored her own. She let a legacy brand like Rolex put her name next to history, and she still keeps room in her portfolio for the ordinary things: a bank, a pasta brand, a pair of glasses, because those are the deals that remind people she is not just an athlete they watch twice a year at a Grand Slam. She is a businesswoman they see every single day.