Coco's Court

To celebrate New Balance ambassador Coco Gauff at Roland Garros, we brought “Coco’s Court” to life - a four-day Parisian pop-up that combined press moments, community activations, and youth-led experiences to inspire the next generation of tennis players and drive consideration for New Balance’s tennis range.

Coco’s Court opened with an intimate press night featuring Coco herself, alongside media, influencers, and a youth charity. With curated backdrops, canapés, workshops, and a live DJ, the evening generated strong coverage and positioned the space as both premium and purposeful.

In the days that followed, Gen Z audiences were invited to explore Coco’s story through playful, shareable experiences blending Parisian culture with New Balance’s tennis range. Designed in the visual language of Roland Garros - clay orange, chic grey, and striking product displays - guests moved through three zones:

Connect: Guests discovered Coco’s journey and the New Balance product line through curated displays, with an intimate appearance by Coco herself.

Capture: A content-driven zone featured a vintage photo booth, custom treats from “Coco’s Café,” and a retro Pac-Man arcade, sparking social media buzz.

Create: Visitors crafted charm bracelets inspired by the CG1 or enjoyed themed nail art at a premium nail bar.

The result was a premium, multi-layered activation that inspired the next generation of tennis players while driving consideration of New Balance tennis at one of the sport’s biggest cultural moments.