Coco Gauff, the 20-year-old tennis sensation, has never shied away from showcasing her playful side off the court. If you recall, she made headlines during the 2023 US Open for savoring a fruit salad during a match break, revealing her love for fruits. Since then, the young athlete has swapped whole fruits for smoothies, signing her initial beverage endorsement deal with Naked Juice, a leading American smoothie brand.
Naked Juice, a subsidiary of the Tropicana Brands Group, has dominated the fruit and vegetable nutrition industry for over three decades. When they signed Gauff in 2024, it was like adding another jewel to their crown. Gauff’s ideal smoothie consists of a liquid base, preferably almond milk or coconut water, and she’s particularly fond of Naked Tropical Protein.
Glen Walter, CEO of Tropicana Brands Group, warmly welcomed Gauff to the team, stating, “We are thrilled to welcome Coco to the family and to dream and develop the future of the Naked brand and product portfolio with her unique spin.” Gauff reciprocated the excitement, expressing her joy at being named Naked’s first Chief Smoothie Officer.
As part of her partnership with Naked Juice, Gauff has participated in several humorous commercials. One memorable clip shows the World No. 3 tennis star amidst a press conference, hinting at a “career-changing” announcement. She cleverly keeps the reporters guessing before revealing her move with a simple, “Smoothie,” while savoring a sip from a Naked Juice bottle.
In a recent commercial, Gauff is seen on the court, blender in hand, preparing smoothies mid-match, much to her opponent’s frustration. She even offers some to the chair umpire, who promptly declines. Gauff concludes the commercial by stating, “It’s better now,” referring to her unlimited access to Naked Smoothie as the Chief Smoothie Officer.
Gauff’s fondness for smoothies is well-known, with the tennis star admitting to having a sweet tooth and often opting for a smoothie when she wants to avoid an actual dessert. It’s worth noting that Gauff’s partnership with Naked Juice is not her first big brand endorsement. She has previously appeared in commercials for brands like Barilla and New Balance.
Interestingly, Gauff’s father, Corey, played a significant role in initiating some of these partnerships. Gauff’s impressive net worth of $35 million, according to Celebrity Net Worth, includes earnings from numerous partnerships with brands like Bose, Baker Tilly, UPS, Head, and more. She also recently featured in Rolex’s 2025 ambassadorship program.
Gauff’s partnership with New Balance, established in 2018, holds a special place. The brand has greatly contributed to her rise from a promising talent to a global superstar. In a past interview with Forbes, Gauff revealed that her father was a driving force behind the association with New Balance.
As Coco Gauff continues her rapid ascent in the tennis world, more endorsements from big brands are undoubtedly on the horizon. Stay tuned to see what’s next for this remarkable young athlete.