Highly touted basketball prospect Cooper Flagg signed an endorsement deal with New Balance before even stepping onto a college basketball court.
But after committing to Duke, a Nike-endorsed school, he may need help to wear the gear he's supposed to represent on-court. The incoming Duke freshman aligned with New Balance over other major brands like Nike, Adidas, and Under Armour. As a native of Newport, Maine, New Balance has influential manufacturing real estate in the area, with a facility just 25 miles from his hometown, making the partnership a natural fit.
Flagg's contract financial details still needed to be unveiled. The Gatorade National Player of the Year is on the trajectory of becoming a future NBA star, with basketball analysts already penciling in a slot for the 2028 Olympics in Los Angeles, California.
The addition of Flagg highlights New Balance's plans to increase its basketball talent roster. The 6'9 forward will join a growing roster that includes NBA stars, including Kawhi Leonard, Zach LaVine, Jamal Murray, Tyrese Maxey , Aaron Nesmith, and Darius Bazley.
“I grew up wearing New Balance, and I appreciate their authentic connection to my community," said Flagg in a press release . "The focus and growth of the brand in basketball and our shared values and history drew me in. From day one, it was clear that this would be a family-like partnership. I’m so excited to join this family and help them grow the category with young athletes."
Even though he's now a sponsored athlete, Flagg must wear Nike sneakers and apparel while playing for Duke due to their contract with the brand. The school's deal requires athletes to wear Nike sneakers and accessories during college basketball games, team practices, and various team-related activities.
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Flagg will only be seen in New Balance sneakers during his first year unless Duke grants him special permissions . The scenario seems unlikely as Duke’s relationship with Nike dates back to 1992, following their second NCAA title win led by Grant Hill and Christian Laettner.
Off the court, though, Flagg can promote New Balance without any consequences. The brand has already launched a commercial featuring Flagg playing basketball in a driveway, with Flagg reading a newspaper headline: "Cooper Flagg, The Intelligent Choice."
Although not playing a college game yet, Flagg has earned several distinguished honors at the high school, AAU, and Team USA levels. He won the 2022 FITA World Cup with the U17 team, averaging 9.3 points, 10 rebounds, 2.4 steals, and 2.9 blocks to help the team go a perfect 7-0.
He then trained alongside Team USA's Gold-medal-winning roster for the Paris Olympics as a member of the USA select team. He averaged 21.0 points and 10.0 rebounds at Nokomis Regional High School, won a state title, and became the first freshman in history to be named Maine basketball player of the year.
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