Mercedes Benz featuring Coco Gauff, a 21-year old Tennis star
The recent social campaign from Mercedes Benz featuring Coco Gauff, a 21-year old Tennis star, went live on social media earlier this month for International Women’s Day. According to Media Post, Ms Gauff became a global brand ambassador for Mercedes Benz back in December 2025. The American Tennis Star ranks third in the Official Women's Tennis Ranking, and is seen as one of the best players worldwide, Media Post stated. On March 8th across the brands social channels, namely LinkedIn, Facebook, Instagram, and TikTok, a video was posted of Gauff playing Tennis as well as other Tennis players, with the caption: “This International Women’s Day, together with @cocogauff, we acknowledge the importance of inspiring role models – on and off the court.”
This video represents the brand’s commitment to supporting women and girls to pursue careers in technical fields. 26.7% of senior roles are held by women worldwide at Mercedes Benz. The brand has also partnered with a nonprofit org in Germany committed to inspiring youth to take up coding.
The brand also shared about the historic journey of Bertha Benz on it’s TikTok a few days ahead of International Women's Day. Bertha was the business partner, investor and wife of automobile inventor Carl Benz. Bertha invested all her money in her husband's invention and test drove the first three wheel motorcar model in 1888 and drove 106 kilometers, further than any one before her.
The company also shared in a press release earlier this month, another initiative being launched in honor of International Women's Day. The initiative is meant to bring visibility to female creatives and is titled “driven by her”. “Four emerging female creators had the opportunity to interpret technological innovations of Mercedes-Benz through their own creative perspectives and translate them into culture driven content,” the press release stated. It is in collaboration with CultedXO, a new media brand that puts community and culture first.
Mercedes-Benz also has a partnership with the Women’s Tennis Association. “Becoming the organization's Premier Partner and Exclusive Automobile Partner in January. Together the two partners are committed to elevating women's tennis by driving greater impact, visibility, and empowerment,” the press release shared. This layered approach shows how brands can amplify historical figures and voices, while also elevating modern female creatives and pioneers. Using their platforms, partnerships, and resources to help shape more inclusive futures for women and girls and move from awareness to advocacy.
By Hannah Lacy
Bio: Hannah Lacy is a digital content strategist with over seven years of experience in marketing and social media, and more than a decade of experience as a freelance writer contributing to various publications. A working mother of two school-aged children, she writes at the intersection of ambition and parenthood, with a passion for storytelling, advocating for working moms, and partnering with mission-driven brands and organizations.
Connect with her on LinkedIn or at hannahlacymedia@gmail.com.
