“Hate Wearing What My Opponent Is Wearing”: Eugenie Bouchard Reveals Reason Behind Signing With New Balance

Published 03/04/2021, 9:48 AM EST
Eugenie Bouchard of Canada during the training match in the Rogers Cup tennis tournament at Aviva Centre on August 04, 2019 in Toronto, Canada. (Photo by Anatoliy Cherkasov/NurPhoto via Getty Images)


Eugenie Bouchard finally got an apparel sponsor in American sportswear brand New Balance. Having spent almost 10 months without one, Bouchard is now happy with her new partners. But more than the need, Bouchard saw something different and exclusive with New Balance.

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After emerging as the fresh face for New Balance, Bouchard spoke about the apparels from New Balance. She saw the attire worn by other players, endorsed by New Balance, and found them ‘cute’.

“I’ve noticed over the years, I’ve known a couple girls who wear their stuff, Sorana (Cirstea) and Heather (Watson). They are cute outfits and there weren’t too many of them.”

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Eugenie Bouchard competes in her match. (Photo by Martin Sidorjak/Getty Images)

Eugenie Bouchard will get exclusive treatment by New Balance

Furthermore, Bouchard likes the small portfolio of New Balance, which is in contrast to her previous sponsors, Nike. Nike has a lot of top WTA tennis players under its hood. With the limited portfolio of New Balance, Bouchard is looking at receiving exclusivity from the brand.

“I like that they are not trying to sign everyone under the sun. I hate wearing what my opponent is wearing. It is so weird when two girls are wearing the exact same thing and friends are asking ‘what is going on?’ It is a weird dynamic because tennis is so individual.”

Bouchard wants to wear something different and expects unique attires from New Balance. Moreover, she hopes to help build the New Balance brand in tennis as it expands its reach in tennis.

“I want to wear my own thing and never wear what another girl is wearing. A fact that New Balance only has a few players is a great bonus. They are slowly expanding, and it is a great time to hop on.”

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Other prominent players New Balance has on its books are Milos Raonic, Coco Gauff, and Heather Watson, among others.

Bouchard had bagged a powerful deal from Nike earlier in her career. The American giant stood with her for a long time before dropping her in March 2020 after a series of disappointing seasons. But Bouchard’s strong off-court presence still helps her get premium brands on her side, even though on-court performances are less than desired.

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Bhavishya Mittal

951 articles

Bhavishya Mittal is a tennis author for EssentiallySports, who is currently pursuing his Bachelor's degree in Journalism from Manipal University. A former sports editor for The Manipal Journal, Bhavishya has also worked for The New Indian Express. He has a keen eye for many sports but he is a particularly ardent follower of tennis, with a zest to create riveting articles on the ever-evolving sport.

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