Creator and influencer trends brands need to know: Sept. 14 2023

New deals 

Coco Gauff and Rolex: In the weeks leading up to her historic win in the US Open women’s final on Saturday, 19-year-old pro tennis player Coco Gauff secured sponsorships from a number of brands, including New Balance, Barilla, Bose and UPS. But her most notable brand deal—on social media, at least—has been her partnership with Rolex. 

The luxury watch designer named Gauff one of its “testimonees” (Rolex’s term for its brand ambassadors) prior to the tournament, and within 24 hours of Gauff’s victory, the tennis star had shared a Rolex-sponsored video to her Instagram that congratulated her on her win and placed her name beneath Rolex’s crown logo. Gauff also donned one of the brand’s watches as she posed with her trophy following the US Open, giving Rolex further exposure when she shared photos from that moment to Instagram.