Coco Gauff’s New Balance campaign with Jaden Smith


Tennis star Coco Gauff teamed up with her music idol Jaden Smith to unveil New Balance‘s “My Story Matters” collection that is both a celebration of Black culture and a bold call for conversation about history, heritage and injustice.

The 16-year-old Coco became a celebrity when she reached the fourth round of Wimbledon 2019. After her thrilling third-round win, in which she came back from a set down and fought off two match points, Coco wanted to listed Jaden Smith’s new album ERYS at the press conference. Also, when asked how she would spend her Wimbledon prize money, she said that she would buy some more hoodies from Jaden’s MSFTSrep merch. Now Coco and Jaden are in a campaign together.

In commemoration of Black History Month 2021, New Balance’s latest apparel features hoodies and t-shirts with “My Story Matters” written across the chest and back, or alternatively “Their Story Matters” for allies looking to express their solidarity. The collection also offers the 574 and 990 sneakers inspired by the church, a core institution in the Black community. The vibrant purple that serves as the focal design aspect of the collection alludes to the purple robes worn by many gospel choirs every Sunday.

The “My Story Matters” apparel and the 990 sneaker that both Coco and Jaden wear in the campaign will be available starting February 15 at the official New Balance website and through the Foot Locker family of brands. The 574 shoe will be available later in February.

The 990 sneaker is priced at $180, the 574 costs $90 USD, while apparel ranges from $22 to $80.


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