Eugenie Bouchard started off the new year with a new sponsorship with New Balance. She was previously sponsored by Nike. Her contract with Nike expired at the end of 2020.

Reports suggested that Nike stopped paying Eugenie Bouchard for wearing Nike gear due to her steep drop in rankings. Nike has also shown little interest in recent years in investing in its tennis line. Given these factors, it is not entirely surprising that Bouchard and Nike decided to split.

Bouchard was first seen wearing her New Balance outfit at the Australian Open qualifying round in Abu Dhabi. She wore an outfit from New Balance’s 2021 Spring collection.

Bouchard is one of the most sought after athletes for her good looks. Bouchard’s compatriot Milos Raonic also has a sponsorship deal with New Balance.