In a dazzling announcement, Jordan revealed a $50 million endorsement deal with none other than rising tennis superstar Coco Gauff, who is now set to become the new face of his all-new Air Jordan campaign.

In a dazzling announcement, Jordan revealed a $50 million endorsement deal with none other than rising tennis superstar Coco Gauff, who is now set to become the new face of his all-new Air Jordan campaign.

 

In a groundbreaking moment for both tennis and sneaker culture, basketball legend Michael Jordan has announced a staggering $50 million endorsement deal with rising tennis superstar Coco Gauff. The deal positions Gauff as the new face of the iconic Air Jordan brand, marking a bold new chapter for the label as it expands deeper into women’s sports and global youth culture.

The 21-year-old tennis phenom, who captured the world’s attention with her electrifying performances on the court and her poised demeanor off it, will now step into the spotlight in a whole new way — as the centerpiece of Jordan Brand’s latest campaign. The collaboration is set to include an exclusive line of performance and lifestyle sneakers, apparel, and accessories inspired by Gauff’s unique style, competitive fire, and trailblazing presence in the sport.

The $50 million deal, one of the largest ever for a female athlete, reflects not only Gauff’s current influence but her potential to define a new era in both tennis and fashion. Sources close to the deal revealed that Gauff will also have creative input into her signature line, a move that underscores the brand’s commitment to authenticity and athlete-driven design.

“From the moment I saw Coco play, I saw more than just a great athlete. I saw a leader, a fighter, and someone who can change the game,” said Michael Jordan in a statement. “She embodies everything the Air Jordan legacy stands for — excellence, determination, and a fearless desire to break barriers.”

Gauff, who recently clinched her first Grand Slam title and has become a vocal advocate for social change, expressed excitement over the partnership. “Working with Jordan Brand is a dream come true. I’ve always admired what the brand represents — greatness, legacy, and pushing boundaries. I’m excited to bring something fresh to the game, on and off the court,” she said.

The announcement has sent shockwaves through both the sports and fashion industries, as analysts note the deal’s historic scale and cultural significance. Gauff becomes the first tennis player — and one of the youngest athletes ever — to headline an Air Jordan campaign, signaling a strategic push by the brand to capture a broader audience and diversify its athlete roster.

In addition to apparel and footwear, the campaign will include behind-the-scenes content, youth mentorship initiatives, and global pop-up events designed to engage young fans and communities around the world. The first collection from the Gauff-Jordan partnership is expected to drop in Spring 2026, with early previews hinting at bold colorways, innovative materials, and a strong emphasis on Gauff’s personal story.

This landmark deal comes at a time when women’s sports are gaining unprecedented visibility and commercial support. With Coco Gauff now at the forefront of the Jordan empire, the message is clear: the future of sport — and style — is being redefined, one fearless step at a time.