Duke freshman forward Cooper Flagg, who is widely projected to be the No. 1 pick in the 2025 NBA Draft, has recently inked a lucrative deal with New Balance, the renowned apparel company announced on Monday. This groundbreaking partnership, first reported by ESPN, will see Flagg become one of New Balance’s signature athletes, potentially leading to the creation of his own signature shoe line. Flagg now joins the ranks of basketball stars like Kawhi Leonard, Jamal Murray, and WNBA rookie Cameron Brink as one of New Balance’s key ambassadors in the basketball world.
Expressing his excitement about the collaboration, Flagg shared, “I grew up wearing New Balance, and I appreciate their authentic connection to my community. 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.”
For Flagg, choosing to partner with New Balance was not only a professional decision but also a deeply personal one. The talented forward, who was named the Gatorade National Player of the Year and is a highly rated recruit, hails from just 25 miles away from New Balance’s manufacturing plant in Skowhegan, Maine. Fond childhood memories of attending the factory’s annual tent sale with his family to buy new sneakers and backpacks have further solidified his connection to the brand.
Naveen Lokesh, New Balance’s head of basketball sports marketing, expressed his enthusiasm about welcoming Flagg to the New Balance family, stating, “He is a force to be reckoned with on the court, and we look forward to building our relationship as he grows the game and supporting him in all endeavors.” The company even went the extra mile to shoot promotional content with Flagg in his hometown of Newport, Maine, to celebrate the collaboration.
Flagg’s partnership with New Balance marks a significant milestone in the world of college athletics and branding. While some college athletes have secured deals with apparel companies in the era of Name, Image, and Likeness (NIL), it remains a rarity reserved for top rising stars in the sports industry. Despite not having played a single minute for Duke University yet, Flagg’s impressive talent and potential have propelled him to secure this landmark agreement with New Balance.
As Flagg gears up to lead Duke under head coach Jon Scheyer in the upcoming season, the anticipation surrounding his debut on the court is palpable. With Duke ranked at No. 6 in The Athletic’s preseason top-25 rankings, all eyes are on Flagg to make a significant impact in the college basketball landscape. His partnership with New Balance not only signifies his prowess as a player but also underscores his marketability and influence in the sports world.
(Photo: Ethan Miller / Getty Images)
