Tennis champion Cori Coco Gauff is delivering a forceful statement about staying true to oneself both on the court and in daily life, using her platform to challenge longstanding beauty norms. Her ascent into the upper echelons of sport has thrust her onto the global stage, drawing praise and critique for every swing, even when it has nothing to do with tennis.
For some observers, her melanin, natural hair, and innate talent form a winning trifecta that unsettles insecurities. As the worlds of sports and fashion collide more than ever, Gauff now sits among athletes who have become highly marketable faces for brands.
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Gauff earned the No. 12 spot on SportsPro’s 2023 list of the 50 Most Marketable Athletes. That same year, she captured her first Grand Slam title, becoming the second-youngest American to do so after Serena Williams’ victory at 17 in 1999.
In 2024, the Georgia native landed her first Vogue cover with the caption, “GAME, SET, COCO! CHASING PERFECTION.” Some viewers misread the declaration, interpreting it as implying perfection only when she defeats opponents with a backhand, rather than acknowledging a broader standard of excellence.
At 22, Gauff was quieting the online naysayers during a month-long social media hiatus, only to reemerge in early April, ironically prompted by the same critics who had forced her into retreat.
The superstar posted an eight-minute TikTok addressing the barrage of criticism aimed at her latest campaign promoting Miu Miu’s Vivant bag. For the shoot, she wore a blue skirt, a red top, frilly socks, and black penny loafers, presenting the bag in a tennis court-themed photo shoot.
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Danielle Brooks
I am a staff writer at New York Beacon, where I focus on culture, entrepreneurship, and the emerging voices redefining Black America. My work highlights innovators, artists, and founders whose stories often unfold beyond mainstream headlines but shape communities in meaningful ways. Through precise reporting and thoughtful storytelling, I aim to document progress, challenge narratives, and contribute to a stronger Black press tradition.