Coco's Court

Far more than just an athlete, Coco is a star of a new generation, an icon of culture, and a young woman not afraid to use her voice. At only 19 years old, her journey is just getting started.

New Balance launched its latest tennis apparel with Coco Gauff as its global brand ambassador. The brand wanted to drive consideration and intent to purchase amongst the next generation of tennis players and fans.

To achieve this, we knew we needed to create a pop-up brand experience that would truly connect with the audience, and there was no place better to activate this campaign than at one of the pinnacles of the tennis circuit; Roland Garros in Paris.

We curated a 3-day rich programme filled with a diverse range of experiences to appeal to the 13-24 year old audience.

Inspired by Coco’s passions and Parisian culture, the immersive retail space was split into three main zones, acting as distinct pillars to curate the ultimate three day schedule.

Connect: Connecting with Coco, her story & the New Balance product range through capsule displays, eye-catching graphics and an intimate appearance by the star herself.

Capture: An immersive space that acts as a content engine at all times. Placing guests in the world of Roland Garros through a vintage photo booth, bespoke Instagrammable snacks from Coco’s Cafe & a retro Pac-Man arcade game with a playful Coco x New Balance twist.

Create: Inviting guests to get hands on, creating personalised takeaways to call their own. Bookable slows allows guests to either create a charm bracelet inspired with the CG1, or get some Roland Garros inspired nails at the premium bail bar pop-up.