“It Gives Me Confidence”: Eugenie Bouchard Describes How On-Court Look Affects Performance Too

Published 03/18/2021, 2:30 AM EDT
TORONTO, ON – AUGUST 06: Eugenie Bouchard of Canada wins a point against Bianca Andreescu of Canada during a first round match on Day 4 of the Rogers Cup at Aviva Centre on August 06, 2019 in Toronto, Canada. (Photo by Vaughn Ridley/Getty Images)


At the start of the 2021 season, Eugenie Bouchard announced her partnership with New Balance. The Canadian star had been working with Nike for a long time and felt that it was time to make a change.

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At the time of the announcement, Genie didn’t go into too much detail about the partnership. However, now she has finally revealed why she chose to work with New Balance. She said,

“I firmly believe if you think you look good, you are going to play good. It gives me confidence to wear cool stuff. New Balance has really evolved in their lifestyle category and that is my favorite thing to wear. That is literally number-one in my closet. I have talked with the design team and I think we have the same ide and are into the same things.” 

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Eugenie Bouchard of Canada in action against Iga Swiatek of Poland in the third round of the singles competition on Court Simonne Mathieu during the French Open Tennis Tournament at Roland Garros on October 2nd 2020 in Paris, France. (Photo by Tim Clayton/Corbis via Getty Images)

Eugenie Bouchard 2021

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The partnership with New Balance was an exciting one and it did bring Bouchard some luck on the WTA Tour. Recently, she reached the final of the WTA Guadalajara Open which was amazing. However, the Canadian lost the final there and still remains title-less. This raises the question – can she make a comeback in 2021?

Over the last 7 months, Genie has seen an incredible rise in the rankings. At one time, she was outside the Top 300 and now, she is very close to breaking into the Top 100. This is amazing but it’s far from where she wants to be as she was once the World No. 5.

It may be very tough for Bouchard to return to the top but she is constantly improving. If she continues down this road, it shouldn’t be long before she makes it into the Top 10 and hopefully, win her 2nd career WTA title in 2021.

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Rishi Karthikeyan

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