While Duke has long been associated with Nike, the Blue Devils’ star freshman, Cooper Flagg, has opted for a different path in the NIL space. Flagg, a 6’9″ forward projected as the top pick in next year’s NBA Draft, recently inked an endorsement deal with New Balance. The Boston-based company announced the partnership on Monday, adding Flagg to its roster of basketball athletes.
“Cooper brings exceptional talent to our team, and we’re excited to have him join the New Balance family,” said Naveen Lokesh, New Balance’s head of basketball sports marketing. “He’s a dominant force on the court, and we’re eager to support him as he grows in his career and continues to impact the game.”
Despite this lucrative deal, Flagg will continue to wear Nike gear while playing for Duke, as required by the school’s longstanding contract with the brand. Duke’s athletics department confirmed that all student-athletes must wear Nike footwear and apparel during any team activities, including practices and games.
Flagg, who previously played in Nike’s EYBL circuit for Maine United, committed to Duke last year and arrived on campus this summer. He’s already considered a leading candidate for national player of the year honors, even though he has yet to play a collegiate game.
Flagg’s decision to sign with New Balance was heavily influenced by his roots. Growing up in Newport, Maine, just 25 miles from a New Balance factory in Skowhegan, Flagg has a personal connection to the brand. “I grew up wearing New Balance and appreciate their deep connection to my community,” Flagg said. “Our shared values and history made this partnership feel like joining a family. I’m excited to help the brand grow, especially with young athletes.”
New Balance plans to leverage Flagg’s influence in marketing campaigns and community programs aimed at supporting young athletes. Flagg joins an impressive list of athletes under the New Balance banner, including NBA stars Kawhi Leonard, Jamal Murray, Zach LaVine, and Tyrese Maxey, as well as WNBA player Cameron Brink.
Duke’s basketball season kicks off on November 4 at home against Maine, with the annual Blue-White scrimmage scheduled for October 4 as part of Countdown to Craziness. This year’s Duke roster features six freshmen, five of whom were ranked among the top 20 recruits in their class, solidifying Duke’s position with the nation’s No. 1 recruiting class.
About the Author:
Steve Wiseman has been covering Duke athletics since 2010 for the Durham Herald-Sun and Raleigh News & Observer. He has received numerous awards for his reporting, including top 10 placements in the Associated Press Sports Editors national contest in various categories. Steve graduated from Illinois State University in 1989.
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