New year, new gear: Eugenie Bouchard switches from Nike to New Balance


There have been no official announcements by neither Eugenie Bouchard nor New Balance, but we can see that the Canadian tennis star is starting the 2021 season with the NB logo on her tennis apparel. Her Nike contract expired in 2020.

Playing the Australian Open qualifying in Dubai, the former world No.5 Bouchard revealed her New Balance partnership by wearing the company’s Spring 2021 tennis collection in her first-round victory over Abbie Myers.

Bouchard’s first New Balance outfit is the striped orange Spring Print Tournament Dress.

New Balance Spring Print Tournament Dress

The 26-year-old currently ranked 141st also posted an off-court selfie on her Instagram story where she’s seen wearing a black New Balance tracksuit.

Other WTA players sponsored by New Balance include Coco Gauff, Heather Watson, Sorana Cirstea, Danielle Collins, Misaki Doi, Monica Puig.


  1. As much as I love Nike Im always happy when a player moves on from them as I think they sponsor too many players and I like seeing some variety. She also hasn’t been payed by them for years so its probably a good move for her.

  2. Andy, I also appreciate variety. I have an impression that Nike has never been as dominant in tennis as it is now. So many players are wearing the Swoosh.

  3. I‚Äôm actually surprised it took so long for her to seek another sponsor. Like Melxir said, Nike ditched her a long time ago. They are busy with real stars like Naomi Osaka and Serena Williams. ūüôā

  4. I wish Puma (Serena’s original sponsor) would get back into the tennis mix. A lot of the LPGA ( Lexi Thompson, e.g.) wears their outfits.

  5. Jim, I’d also like to see Puma back. They haven’t been around in tennis for almost two decades. Reebok has disappeared as well. They used to sponsor Jankovic and Venus Williams.


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