In a shocking turn of events, incoming Duke freshman Cooper Flagg has signed a NIL deal with New Balance. Flagg grew up just 25 miles from New Balance’s manufacturing factory in Skowhegan, Maine, but has worn Nike consistently throughout his preps career. Flagg played for Nike-sponsored Mt. Verde High School and Maine United AAU team. The most significant indicator that Flagg would become a Nike athlete was his commitment to Duke. The Blue Devils’ program is one of Nike’s most prominent sponsored teams and has served as a pipeline for eventual Swoosh endorsers like Zion Williamson, Kyrie Irving, Jayson Tatum, and Paolo Banchero.
Flagg signing to New Balance shows how much NIL has impacted the footwear industry and highlights the growth of NB in recent years. Prior to NIL, Flagg would not been allowed to take meetings with footwear brands and likely would have continued to develop his relationship with Nike as he transitioned to a pro. NIL aside, even just a few years ago, it would have been unthinkable that a projected #1 NBA Draft who had worn Nike’s entire career would choose New Balance over the Swoosh. NB relaunched its dormant basketball division in 2018 and has steadily signed stars like Kawhi Leonard, Jamal Murray, Tyrese Maxey, and Cameron Brink. The brand also shares a “Klutch Athletics” brand with Rich Paul, who has built a solid NIL roster. Despite NBA All-Stars and champions wearing it, New Balance’s off-court popularity has made the brand a desirable basketball destination.
Its performance basketball relaunch happened simultaneously with its growth as a lifestyle brand, especially in the sneaker collaboration space. Still, New Balance Hoops has yet to have a breakout model associated with any of its stars. NIL rules still require players to wear footwear from the team’s sponsor, so New Balance will have to outfit Flagg off the court only for at least the first year of the deal. Flagg is considered by many to be a generational player and an increasingly rare American-born prospect. With New Balance’s “Made In USA” products so closely connected to Flagg’s hometown, this could be an industry-shifting move for the brand and its biggest star yet.