New Balance Signs Tennis Star Genie Bouchard to Multi-Year Sponsorship Deal

published: Mar, 01, 2021

by: Nima Naderi

Photo courtesy of New Balance.

Boston, MA – February 28, 2020 – Global athletic leader New Balance confirmed today the signing of tennis star, Eugenie ‘Genie’ Bouchard to a multi-year sponsorship deal.

“I am incredibly excited to be joining the New Balance family,” said Bouchard. “I’ve always admired the brand’s heritage and I think it is one of the coolest, most innovative brands in the athletic industry right now. I look forward to working with the brand both on and off the court.”

Originally hailing from Montreal, Canada, Bouchard has been playing tennis professionally since the age of 15 and has competed at all major Grand Slam Tournaments, earning her first top-10 ranking in 2014. Also, in 2014, she became the first Canadian-born player to represent Canada in a Grand Slam singles final at just 20 years old. Bouchard has relocated to Las Vegas, NV to work under new training and coaching teams.

“Having Genie join the New Balance Family will help us to further accelerate our presence in the global tennis category. Additionally, her off-court interests will allow us to build on the significant momentum that the New Balance brand has in the lifestyle space,” says Pat Cassidy, Global Director of Consumer Brand Marketing & Athlete Activation at New Balance. “We look forward to working closely with Genie in the coming years to support her efforts on and off the tennis court.”

Bouchard debuts the latest New Balance 327 colorway to kick off the new relationship which will be available in March. Follow her journey on Instagram @geniebouchard and @newbalancetennis as she begins her 2021 comeback season.

Nima Naderi

Founder and Creative Director of He has over 25 years of coaching experience and is an award winning coach with the PTR. Nima has written articles for the,, TennisViewMagazine and Tennis Pro Magazine. He is also the co-host of the TennisConnected PodCast, the Operations Director for Premium Court and the Tournament Director for the Caribbean Cup Tennis Series.

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