Cooper Flagg's New Sponsorship Leaves Nike Hanging In The (New) Balance
Not really, but what does Flagg's New sponsorship mean and how will it affect the longstanding sponsorship Nike has with the Duke Blue Devils?
The news broke on Monday that Cooper Flagg, the consensus number one ranked prospect in the 2025 NBA Draft class was signing a significant shoe endorsement deal with New Balance. The deal is believed to include one NIL year whilst Flagg is in college then multiple years when he will be in the NBA. The deal is a massive coup for New Balance as they continue to build their basketball presence, placing Flagg alongside players such as Kawhi Leonard, Jamal Murray and Tyrese Maxey.
The choice to go sign with New Balance seems to have been a long time in the making as the brand has deep meaning for Flagg. New Balance has deep connections to Flagg's home state of Maine, in fact they have a manufacturing factory in Skowhegan, a mere 25 miles from Flagg’s hometown of Newport. That Maine connection likely influenced the decision to sign with New Balance over other competitors such as Nike, Adidas or Under Armour, with Flagg himself describing the connection, saying:
“The connection with New Balance as a family company and a company with Maine roots means a lot to me. That makes this really different and special. My mom used to go to the tent sale for back-to-school shopping there when we were kids. That really aligns the brand with my roots. It's a perfect fit.”
One interesting wrinkle to this deal though is the fact that Cooper Flagg is signed to play for the Duke Blue Devils for the upcoming NCAA men’s basketball season. Duke have a longstanding connection with Nike to supply footwear and apparel to the team, a deal which stretches all the way back to 1992 and is contracted to continue until at least 2027. It's fair to say that there will be a few hurdles to overcome as Nike are likely to be less than amused that the star prospect on a team they have deep connections with has an association with another brand. It remains to be seen whether Flagg will wear New Balance shoes on the court, as a statement from Duke athletics read:
“All Duke student-athletes, are required to wear Nike footwear and apparel for any team activities, including all practice and competition, per the agreement with Nike.”
The most likely outcome is that Flagg wears Nike gear as stipulated in their agreement with Duke during his one year with the Blue Devils, while featuring in marketing and advertisement opportunities with New Balance. It's then likely that the first we’ll see of Flagg in New Balance shoes is the first time he steps foot on an NBA court.
And that moment is less than a year away….