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Coco Gauff is the protagonist of the new campaign by New Balance

The young athlete is the leading voice of generation Z

Coco Gauff is the protagonist of the new campaign by New Balance The young athlete is the leading voice of generation Z

At a very difficult time for the world of sports and for athletes around the world, New Balance wants to celebrate those who bring about change on their own, and inspire others to do the same. Just like Coco Gauff, a very young American tennis star and protagonist of the new video of the brand's We Got Now campaign.

The athlete of New Balance Team plays a key role as a leading voice and inspiration for Gen Z, to guide the next generations, inviting fans to "use their voice" and embrace the change they wish for.

“Her dedication on and off the court continues to exemplify the We Got Now mantra and we are proud to help Coco elevate her voice, through this campaign and beyond. Throughout this campaign we have worked closely with our athletes to ensure each spot represented his or her individual voice and fearlessly proclaimed that the future is shaped now, and together with our athletes we are staking our claim"- states Jeff McAdams, Senior Director of Global Marketing of New Balance.

With the We Got Now campaign, New Balance highlights athletes, especially their talents in their respective sports but also their desire to use their voice to bring about positive change in the world.

The fourth episode of the campaign shows Coco's impressive rise becoming the youngest player in the top 100 (and she's just 16 years old), underlining the brand's commitment to supporting sport and culture, and to the athletes who make a difference, on and off the court, in every discipline.