Cooper Flagg Becomes the Future Face of New Balance in Landmark Deal
BOSTON, MA – In a significant move that underscores his burgeoning star power, highly touted basketball prospect Cooper Flagg has officially finalized a multi-year endorsement deal with New Balance. The agreement, announced back in August 2024, positions the future Duke Blue Devil and projected top-10 NBA Draft pick as a central figure in the brand’s ambitious push into basketball, effectively making him a future face of the company.
The partnership is more than just a typical NIL deal; it’s a strategic alliance that leverages Flagg’s immense talent and authentic connection to New England. A native of Newport, Maine, Flagg grew up just 25 miles from a New Balance manufacturing facility in Skowhegan. This regional tie was a compelling factor in his decision, as he expressed, “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.”
New Balance has been aggressively expanding its basketball roster, previously signing NBA stars like Kawhi Leonard, Jamal Murray, and Tyrese Maxey, as well as WNBA standout Cameron Brink. The addition of Flagg, widely regarded as the consensus No. 1 prospect in the 2025 NBA Draft class, signals the brand’s long-term vision to capture the next generation of basketball fans and consumers.
While Flagg will still be required to wear Nike on-court during his time at Duke due to the school’s sponsorship, his partnership with New Balance will prominently feature him in marketing campaigns, lifestyle extensions, and community initiatives aimed at young athletes. This unique arrangement allows him to build his personal brand with New Balance while fulfilling his collegiate obligations.
The “significant” deal, though specific financial terms were not disclosed, highlights the unprecedented value placed on elite amateur athletes in the NIL era. For New Balance, securing Flagg represents a major coup – an investment in a player whose trajectory points directly to NBA stardom, promising a potent blend of on-court dominance and off-court marketability that could define their basketball presence for years to come. With this landmark deal, Cooper Flagg isn’t just a basketball phenom; he’s a burgeoning business force, poised to lead New Balance into a new era of sports marketing.
