The End of a Journey and the Start of Another: Cooper Flagg Could Lose New Balance Deal
Cooper Flagg, one of the most electric and highly anticipated young talents in basketball, might be facing a surprising setback before he even steps foot onto a college court. The 17-year-old phenom, who recently committed to Duke University, is reportedly at risk of losing his endorsement deal with New Balance, a partnership that was hailed as a landmark moment in the evolution of NIL (Name, Image, and Likeness) deals for high school athletes.
The New Balance deal, inked while Flagg was still playing at Montverde Academy, positioned him not only as the face of the brand’s future in basketball but also as a trailblazer for a new generation of student-athletes who could balance school, competition, and endorsement obligations. It was a bold move, signaling New Balance’s desire to compete with giants like Nike, Adidas, and Under Armour in the ever-growing basketball space.
However, rumblings behind the scenes suggest that the relationship may be unraveling. Sources close to the situation cite potential “creative differences” and strategic realignment at New Balance as key reasons for the possible split. There is also speculation that Duke’s deep ties with Nike may be complicating matters. While athletes are technically allowed to maintain separate endorsement deals under NIL rules, universities with apparel contracts often influence how these partnerships play out on the court and in media appearances.
For Flagg, the implications are significant. Not only would he lose a major income stream—reportedly worth seven figures—but also the branding momentum that came with being New Balance’s marquee young star. His signature shoe concept was said to be in the early stages of design, and marketing campaigns were set to launch ahead of his freshman season. Now, all of that is in limbo.
Still, every end signals a new beginning. Industry insiders believe that if Flagg does part ways with New Balance, other brands will be lining up to sign him. Nike, in particular, seems like a natural fit given its longstanding connection with Duke and its roster of elite athletes. Puma and Adidas are also rumored to be watching closely, eager to capitalize on a rare opportunity to align with a generational talent at such an early stage in his career.
What this saga ultimately reveals is how volatile and complex the NIL landscape remains. While these deals offer life-changing opportunities for young athletes, they are also business arrangements fraught with corporate politics, contractual intricacies, and evolving brand strategies.
For Cooper Flagg, losing the New Balance deal might feel like a premature end to a promising venture, but it could also mark the beginning of something even bigger. Whether he laces up in Swooshes, stripes, or another brand entirely, one thing is clear: his journey is far from over. In fact, it may just be getting started.
