New Balance Brings the Australian Open to the World

As the Official Performance Apparel and Footwear provider of the Australian Open, New Balance is bringing the energy of the Australian Open (AO) to fans worldwide. New Balance is creating a global moment for tennis by connecting key markets, inspiring the younger generation, and delivering unforgettable experiences across retail, digital, and live platforms. Since starting the sponsorship in 2024, New Balance has expanded the on-site presence in Australia and in 2026 will extend the AO experience to audiences across the globe.

New Balance is leveraging its roster of athletes and ambassadors to deliver unexpected experiences that transcend tennis, integrating running, baseball, skating, cricket, etc. into the brand’s global plans. American tennis stars Coco Gauff and Tommy Paul will star in off-court storytelling moments, offering fans a behind-the-scenes look at their AO journey; gamer Sydeon will capture and share her AO experience across social platforms, bringing fresh perspectives to global audiences; and Amine will perform at the AO Precinct. Additionally, Australian’s men’s cricket captain Pat Cummins, New York Mets shortstop Francisco Lindor, former Canadian tennis player Genie Bouchard, actress Storm Reid, and pro Numeric skateboarders will be featured in bespoke content and events hosted by the brand in Australia and beyond.

"The Australian Open is more than a tournament, it’s a cultural moment,” said Jessica Vassall, Head of Global Partnerships at New Balance. “By integrating our athletes, ambassadors, and retailers across continents, we’re giving the world unforgettable access to AO energy in ways only New Balance can deliver.”

The 2026 New Balance Australian Open collection includes an assortment of apparel, accessories, and tournament looks inspired by Australia’s love of tennis. To broaden the reach of this collection, New Balance is launching pop-ups and retail activations worldwide. New Balance Flagship store installations will be featured in cities such as New York City, London, Tokyo, and New Balance’s headquarters in Boston.

In Melbourne, New Balance is doubling down on premium experiences to ensure continuity across global retail and e-commerce consumer journeys. Federation Square will serve as a central hub for immersive brand storytelling through a New Balance Brand House, while the AO Precinct Pop-Up will deliver interactive consumer engagement. Out-of-home advertising will blanket Melbourne with tram wraps, rail signage, rotating digital screens, and a five-story LED display, creating a vibrant atmosphere throughout the 12-day tournament. Secondary market coverage in Sydney will further extend the reach across Australia.

"Together with New Balance, we’re expanding the reach of the AO beyond Melbourne,” said Cedric Cornelis, Chief Commercial Officer of Tennis Australia. “New Balance is showcasing the tournament’s global appeal and highlighting how sport unites communities across cultures.”

New Balance will also celebrate the AO with friends of the brand around the world through curated collections, and product launches with brands like Paperboy and Numeric. New Balance will also work with key retailers to co-author a living narrative around sports, craftsmanship, and identity ensuring that the AO serves as a cultural touchpoint within a broader narrative of sport and lifestyle.

New Balance is excited to bring Australia and the Australian Open to the world. For more information, visit newbalance.com/ao or ausopen.com.

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Courtesy of New Balance. Photo credits: New Balance.