Coco Gauff, one of tennis’s brightest stars, has unveiled a new venture in partnership with Tom Brady’s agency, 199 Productions. The initiative, named IROC, is designed to bridge sports and entrepreneurship, reflecting Gauff’s ambition to inspire and uplift the next generation of athletes.
IROC stands for “Inspiration, Resilience, Opportunity, and Community”—four pillars that define Gauff’s journey and vision.
“IROC stands for Inspiration, Resilience, Opportunity, and Community. That’s what I want to represent”, Gauff explained in an interview with Boardroom.
Inspiration as a driving force
Gauff has long cited Serena Williams and Naomi Osaka as role models. Through IROC, she hopes to become a source of inspiration herself, especially for young girls navigating the challenges of competitive sports. The brand aims to foster creativity and ambition, encouraging athletes to dream big and pursue their goals with confidence.
Resilience through adversity
Since her breakout at Wimbledon in 2019, Gauff has faced intense scrutiny and pressure. She views resilience not just as recovery from defeat, but as growth through adversity. IROC will promote this mindset, helping young athletes embrace setbacks as part of their development.
“I’ve had to be resilient in my career, and I want others to know that it’s okay to struggle—it’s part of the process”, she said.
Creating opportunity
Gauff is committed to expanding access in sports. IROC will focus on providing resources and mentorship to underrepresented athletes, ensuring that talent isn’t limited by background or circumstance.
Her previous work with community programs and advocacy for equal access in tennis will be amplified through this initiative.
Building community
At the heart of IROC is the idea of collective support. Gauff envisions a network of coaches, mentors, and athletes who uplift each other. The brand will host events and workshops that promote collaboration, empathy, and shared growth.
“Community is everything. I want IROC to be a place where athletes feel seen and supported”
, Gauff told Boardroom.The role of 199 Productions
Tom Brady’s agency brings strategic expertise in branding and athlete development. Known for its innovative approach, 199 Productions will help Gauff expand IROC’s reach and impact.
Brady’s success in building a brand beyond football serves as a blueprint for Gauff, who aims to establish herself as a multifaceted figure in sports and business.
Looking ahead
IROC will launch with a series of workshops focused on mental health, skill development, and personal branding. Community events and partnerships with nonprofits will follow, targeting underserved areas and promoting inclusivity in sports.
Gauff’s vision is clear: to create a platform that empowers, educates, and connects. With IROC, she’s not just shaping her legacy—she’s helping others build theirs.
WTA Beijing - Cori Gauff's projected path
Gauff in Beijing, ranking, and results in 2025
Currently ranked no.3, Gauff owns a 40-13 record in 2025. Gauff is playing at the moment in Beijing where she conquered the world no.89 Kamilla Rakhimova 6-4 6-0 and the world no.25 Leylah Annie Fernandez 6-4 4-6 7-5.
Cori Gauff will take on the world no.16 Belinda Bencic in the 4th round. Their current head to head is 3-2 for Gauff.
Gauff has won 2 titles in 2025 in Australia and French Open. Gauff was the finalist in Madrid (Mutua Madrid Open) and in Rome (Internazionali BNL d’Italia).
The American won 11 titles in her career: 7 on hard courts, 2 on clay courts and 2 on indoor courts. (See the list of her titles)