New Balance Turns Australian Open Partnership into Global Brand Moment

New Balance is turning its role as Official Performance Apparel and Footwear provider of the Australian Open into a global brand moment. It weaves together retail, athlete storytelling, and cultural activations across continents. The strategy signals how major sportswear players now treat grand slams not only as tournaments. But also as platforms to connect youth culture, lifestyle, and performance in multiple markets at once.

Global Australian Open Experience

Launched from Boston, MA on Jan. 7, 2026, the program extends New Balance’s Australian Open sponsorship, which began in 2024, beyond Melbourne Park and into key global cities. The brand is aligning retail, digital content, and live experiences. This brings the energy of the Australian Open to fans worldwide, focusing especially on younger consumers and new tennis audiences.

The 2026 New Balance Australian Open collection features apparel, accessories, and on-court looks inspired by Australia’s tennis culture. It will roll out through pop ups and flagship activations worldwide. Flagship store installations are planned in cities like New York City, London, and Tokyo. Also, at New Balance’s headquarters in Boston. These installations integrate the tournament into everyday shopping journeys far from Melbourne.

Athletes and Ambassadors as Cultural Connectors

To push the Australian Open narrative beyond match play, New Balance is leaning on a cross-category roster of athletes and ambassadors. American tennis players Coco Gauff and Tommy Paul will front off-court storytelling moments. These moments give fans behind the scenes access to their Australian Open journeys. Gamer Sydeon will document her Australian Open experience for digital platforms. Additionally, rapper Amine is slated to perform at the Australian Open Precinct. Thus, this positions the tournament as a cultural as well as sporting event.

The line-up also includes Australia’s men’s cricket captain Pat Cummins and New York Mets shortstop Francisco Lindor. Additionally, former Canadian tennis player Genie Bouchard, actress Storm Reid, and pro Numeric skateboarders are included. They are all featured in bespoke content and events in Australia and abroad. Jessica Vassall, Head of Global Partnerships at New Balance, said, “The Australian Open is more than a tournament, it’s a cultural moment.”

Melbourne as the Physical Hub of a Global Story

On the ground in Melbourne, New Balance is doubling down on premium experiences that connect in-person activations with global retail and e-commerce. Federation Square will host a New Balance Brand House for immersive storytelling. Meanwhile, an Australian Open Precinct pop up will offer interactive engagement for fans moving through the tournament footprint.

Out of home media will cover the city during the 12-day tournament with tram wraps and rail signage. Rotating digital screens and a five-story LED display will be included. This turns Melbourne into a large scale canvas for the Australian Open partnership. Secondary coverage in Sydney extends the campaign nationwide. This occurs at a time when the Australian Open 2025 has already demonstrated its economic weight. It generated $565.8 million in economic contribution and reached 1.9 billion global fans.

Extending the Australian Open into Lifestyle and Collaborations

Beyond tournament uniforms, New Balance will celebrate the AO with curated collections and product launches alongside partners such as Paperboy and Numeric, blending tennis with streetwear and skate culture. The brand plans to work closely with key retailers to “co-author a living narrative” around sport, craftsmanship, and identity, ensuring the Australian Open functions as a recurring cultural touchpoint rather than a two-week event.