Heather Watson’s decade-long partnership with New Balance has evolved into a symbiotic relationship, fostering not only her personal style on the court but also contributing to the brand’s growing prominence in the world of professional tennis. From being one of their first sponsored tennis athletes in 2015, Watson has witnessed firsthand the brand’s ascent in the sport, marked by an increasing number of players recognizing and admiring New Balance’s high-quality kits. This growth has solidified her confidence in the brand, a feeling that propelled her to victory at Hobart shortly after signing. Watson emphasizes the unique sense of belonging she feels within the New Balance family, highlighting the brand’s genuine interest in her preferences and comfort, a stark contrast to the often transactional nature of sponsorship deals.
The collaborative spirit between Watson and New Balance’s design team is a cornerstone of their successful partnership. Regular meetings ensure that Watson’s feedback on everything from shoe design to color palettes is not only heard but actively incorporated into the development process. This collaborative approach has resulted in some of Watson’s favorite on-court looks, including the 2025 Australian Open camo skirt, which she regards as the pinnacle of her career’s tennis attire. Watson reminisces about other beloved outfits, such as the pink and orange top paired with a mesh white pleated skirt from the 2017 Indian Wells and Miami tournaments, a look that reflects her evolved style from tomboy to a more feminine aesthetic. Even her 2017 Monterey winning outfit, with its orange and white hues, holds a special place in her heart, intertwining victory with style.
Watson’s evolving style preferences are also evident in her shift from dresses to the now-favored combination of skirt and top. This preference allows her to achieve a smart and classy look, further enhanced by the cap-sleeve design, a practical choice that also caters to her preference for specific tan lines. In terms of footwear, Watson, while generally resistant to change, has embraced the Fresh Foam-X CT Rally, praising its lightweight yet sturdy design. Off the court, her footwear loyalty remains with New Balance, with a growing collection of the lifestyle 550 shoes in various colors.
Beyond the apparel and footwear, Watson values the sense of community fostered by New Balance. Being part of a select group of sponsored athletes has allowed her to forge genuine connections with fellow players, illustrated by her generous gesture of sharing her dresses with Serena Cirstea. This anecdote underscores the supportive and collaborative environment within the New Balance family, emphasizing not only performance but also personal qualities and style. It’s a testament to the brand’s selective approach to sponsorship, prioritizing athletes who embody their values.
The unwavering support from New Balance throughout the unpredictable highs and lows of her career provides Watson with a sense of security and belonging. She appreciates the brand’s loyalty, recognizing that their commitment transcends mere performance metrics, extending to a deeper appreciation for her as an individual. This long-term vision resonates deeply with Watson, fostering a desire for a lifelong association with the brand, extending beyond her professional tennis career. It’s a partnership built on mutual respect and a shared vision, solidifying New Balance as more than just a sponsor, but a true partner in her journey.
Watson’s story highlights the evolving landscape of athlete endorsements, moving beyond transactional agreements to genuine partnerships that prioritize individual needs and foster a sense of community. The New Balance approach, emphasizing collaboration, personalized design, and unwavering support, has resonated deeply with Watson, creating a relationship that transcends the court and extends into a shared vision for the future. This mutually beneficial partnership showcases the power of aligning brand values with athlete preferences, resulting in a successful and enduring relationship that benefits both parties.
