Just over a decade ago, New Balance was primarily recognized as a running-focused brand. Fast forward to today, and its growing influence in the tennis world is undeniable.
From endorsing stars like Coco Gauff and Tommy Paul to its role as the official performance apparel and footwear partner of the Australian Open, New Balance has established itself as a formidable player in the sport.
The Perfect Partnership
Now in its second year as the Australian Open’s partner—New Balance cheekily calls it "Year 1.5" due to the fast-paced debut in 2024—the collaboration is already leaving a mark. “The Australian Open is a perfect blend of sport and culture,” says Evan Zeder, New Balance's Global Director of Sports Marketing for Tennis. “It’s a massive party that embodies everything we want our brand to represent.”
Darren Tucker, Vice President of New Balance Asia Pacific, emphasizes the partnership’s strategic importance. “This collaboration elevates our brand presence and lets us showcase growth in ways that resonate with both consumers and partners,” he explains.
Enhancing the Fan Experience
The Australian Open is known for its dynamic atmosphere and innovative approach to engaging fans. New Balance has seamlessly aligned itself with this ethos. From a larger, eye-catching retail space designed to resemble a permanent fixture to a VIP area for networking and hospitality, the brand is pulling out all the stops.
Cedric Cornelis, Tennis Australia’s Chief Commercial Officer, praises the partnership. “New Balance has embraced what makes the Australian Open unique by prioritizing the fan experience and pushing creative boundaries,” he says.
A Playful Take on Performance
This year, New Balance introduced Melbourne-themed apparel, including playful T-shirts like one featuring a tennis racket swatting a fly—a nod to Australia’s summer nuisance. “It’s all about bringing energy and entertainment to the event,” Tucker notes.
The mix of lifestyle and performance products reflects New Balance’s broader mission to intersect sport and culture. “We don’t want to limit ourselves to just tennis,” says Zeder. “Our goal is to bring people into the sport in an exciting and engaging way.”
Building for the Future
Beyond retail, New Balance is fostering relationships within the tennis industry and working closely with the Australian Open to continuously evolve their partnership. “We’re co-authoring this journey with the tournament, athletes, and collaborators,” Zeder shares.
The brand’s commitment is clear. From its growing roster of tennis stars to its presence in Melbourne Park, New Balance is making its mark on a global stage. “When you see our store overlooking Rod Laver Arena, it’s a statement of our dedication to the sport,” says Zeder.
Tennis: A Global Opportunity
New Balance sees tennis as a platform to expand its global footprint, with its stars like Gauff capturing attention worldwide. Tucker highlights tennis’ crossover appeal into fashion, calling it a perfect fit for the brand’s blend of sport and culture.
Looking ahead, the possibilities excite New Balance. “The evolution of this partnership is limitless,” says Zeder. “Each year, we aim to enhance the experience and explore new opportunities, ensuring we continue to surprise and delight.”
By embracing the spirit of the Australian Open, New Balance has not only cemented its place in tennis but also demonstrated how sport and culture can thrive together.
