Coco's Court

New Balance launched its latest tennis apparel with Coco Gauff as its global brand ambassador, aiming to drive consideration and purchase intent among the next generation of tennis players and fans. At just 19, Coco represents a new era—a young athlete using her platform to inspire and connect.

To bring this vision to life, we created an immersive three-day pop-up experience that blended Coco's passions with Parisian culture. Designed for 13-24-year-olds, the space featured three distinct zones that served as pillars for the ultimate schedule of activities.

Connect: Guests explored Coco’s journey and the New Balance product line through curated capsule displays and bold, graphic storytelling. There was also in-person appearance by Coco herself, deepening the audience’s connection with the star and the brand.

Capture: A content-driven space brought Roland Garros to life with a vintage photo booth, custom Instagrammable treats from “Coco’s Café,” and a retro Pac-Man arcade game with a playful Coco x New Balance twist. These elements turned the activation into a social media engine, driving shareability and buzz.

Create: Visitors got hands-on with personal takeaways, booking slots to craft charm bracelets inspired by the CG1 or enjoying Roland Garros-themed nail art at a premium nail bar.

Across three days, the activation brought thousands of young fans closer to Coco, her story, and the New Balance brand. By seamlessly blending sport, culture, and creativity, we created a standout experience that cemented New Balance’s presence at the heart of the next generation of tennis culture.