Cooper Flagg — the 2025 NBA Draft’s projected #1 pick — has signed a multi-year shoe deal with New Balance. Flagg met with brands this spring in LA to discuss a NIL + NBA shoe deal, and will become a future face of new balance

The world of college basketball, NIL (Name, Image, and Likeness) rights, and sneaker culture has just experienced a monumental shift with the announcement that Cooper Flagg, the highly touted 2025 NBA Draft projected #1 pick, has signed a multi-year shoe deal with New Balance. This deal marks the beginning of what is expected to be a long and lucrative partnership between one of basketball’s brightest young stars and the global sportswear brand, New Balance.

Flagg, whose name has been synonymous with future NBA greatness since he first burst onto the scene as a high school sensation, has already solidified his place as a top-tier prospect. His combination of talent, size, and basketball IQ has made him a standout player at Duke University. Now, with this groundbreaking NIL deal, Flagg is stepping into the world of high-level brand partnerships, signaling a new era not just for himself but for college athletes and the impact of their brand power.

Let’s dive into what this deal means for Cooper Flagg, New Balance, the evolution of NIL deals, and the broader implications for college athletes and the sneaker industry.

The Rising Star: Cooper Flagg

Cooper Flagg, at just 17 years old, has quickly become one of the most talked-about players in college basketball. Known for his versatility, athleticism, and leadership on the court, Flagg is expected to be the top pick in the 2025 NBA Draft. Standing at 6’9″ and playing with a skill set that combines elite defense, rebounding, playmaking, and scoring ability, Flagg’s potential seems limitless.

After a standout high school career, where he dominated at Montverde Academy, Flagg decided to take his talents to Duke University, one of the most storied programs in college basketball history. Under the leadership of Hall of Fame coach Jon Scheyer, Flagg is poised to become a key figure at Duke and a prominent face in college basketball for the next few years.

His commitment to Duke was a significant moment in the recruiting world, and as he continues to develop his game, NBA scouts are already making comparisons between him and some of the best players to ever play the game, including Kevin Durant and Giannis Antetokounmpo. Beyond his performance on the court, Flagg’s ability to market himself off the court has made him a prime candidate for NIL opportunities, making his multi-year deal with New Balance all the more significant.

The Rise of NIL Deals in College Sports

The landscape of college athletics has dramatically changed in recent years with the introduction of NIL rights. Before the implementation of NIL rules, college athletes were prohibited from profiting off their own name, image, and likeness. However, with the landmark decision in 2021, student-athletes were given the freedom to sign endorsement deals, engage in marketing campaigns, and profit from their image while still maintaining their eligibility to play.

For top-tier athletes like Cooper Flagg, the NIL era has opened up a world of financial opportunity and brand-building potential. Flagg is one of the first college basketball players to sign a major endorsement deal, securing a multi-year contract with a well-known global brand like New Balance. This deal is not just about the financial payout—it’s also about the power of a college athlete’s brand and their ability to transcend the traditional boundaries of amateur sports.

In this new era, athletes like Flagg are no longer just focused on their performance on the court; they are also being trained in how to build and manage their personal brands. The increase in high-value NIL deals has raised the profile of college basketball players, making them not only household names but also influential figures in pop culture, fashion, and entertainment.

Flagg’s deal with New Balance is a perfect example of this shift. As a rising star in the basketball world, he is already positioning himself as a global ambassador for the brand. This partnership highlights the growing importance of athletes using their platform to engage with fans, connect with brands, and develop lasting business ventures that will continue beyond their college careers.

Why New Balance?

New Balance has made a significant push in recent years to re-establish itself as a dominant force in the basketball footwear industry. While Nike and Adidas have long been the titans of the basketball sneaker world, New Balance has worked hard to carve out its niche by signing players who embody the brand’s core values of performance, durability, and style.

Flagg, with his unique blend of athleticism, precision, and charisma, is the perfect athlete to represent New Balance in their quest to reshape the basketball footwear market. The partnership comes at a time when the sneaker industry is experiencing an evolution, with consumers demanding more personalized, high-performance products. New Balance is well-positioned to take advantage of this shift, and they’ve been strategic in aligning themselves with athletes who represent the future of basketball.

For Flagg, partnering with New Balance is a smart choice. While brands like Nike and Adidas have traditionally been the go-to for basketball players, New Balance offers a unique opportunity for a young player to grow with the brand and be a part of something special. By joining New Balance at this early stage in their basketball resurgence, Flagg is not only setting himself up for success but is also helping shape the future of the brand in the basketball space.

The Deal Details: What Does This Mean for Flagg?

While the full financial details of Cooper Flagg’s multi-year contract with New Balance have not been disclosed, reports suggest that the deal is worth several million dollars—an impressive figure for a college athlete. This deal includes not just compensation for Flagg’s image and likeness but also performance bonuses tied to his success on the court.

As part of the deal, Flagg will be featured prominently in New Balance’s marketing campaigns, including advertisements, social media promotion, and product collaborations. He will also be wearing New Balance sneakers during his time at Duke, with the potential to design his own signature shoe in the future. This partnership provides Flagg with the tools to grow his brand both on and off the court, and it aligns with his long-term goals of becoming one of the most marketable players in the NBA when his professional career begins.

One of the key aspects of this deal is the potential for Flagg to transition from college athlete to NBA star with the support of New Balance. The brand has shown that it is committed to athletes beyond their college years, and Flagg’s transition to the NBA will likely come with an expanded role in New Balance’s marketing efforts. The deal also positions him as a future face of the brand, helping to solidify his place as a global ambassador for New Balance’s basketball line.

Flagg is part of a growing trend of athletes who understand the importance of brand-building early in their careers. Just as we’ve seen with NBA players like LeBron James, Kevin Durant, and Stephen Curry, Cooper Flagg is already establishing himself as a force in the endorsement world—an athlete who will continue to have an influence on the culture of basketball and beyond.

The Cultural Impact: Flagg as a Sneaker Icon

One of the most exciting aspects of this deal is the potential for Flagg to become a sneaker icon. In the world of basketball, shoes are about more than just performance—they’re a statement. Sneakers have become an integral part of basketball culture, often representing a player’s personality, style, and brand power.

Flagg’s partnership with New Balance could have a lasting impact on sneaker culture. As a player who is widely considered the future of the NBA, his choices in footwear will undoubtedly influence the next generation of players and fans. The hype surrounding his sneakers could push New Balance to the forefront of the basketball sneaker market, especially among younger consumers who are eager to adopt the style and identity of their favorite players.

In the age of social media and sneakerheads, a player’s signature shoe can become a cultural phenomenon. The release of Flagg’s future signature shoes, as well as his presence in New Balance’s campaigns, could lead to massive demand and sell-out releases, further solidifying his status as a rising star not just in basketball but in the fashion world.

The Future of NIL Deals and College Athletics

Cooper Flagg’s deal with New Balance is indicative of the changing landscape of college athletics. NIL rights have allowed athletes to explore financial opportunities that were previously unavailable, and deals like Flagg’s show the incredible potential of these new opportunities. As more companies look to capitalize on the popularity of college sports, athletes will continue to sign high-value deals with brands across various industries.

For Flagg, this partnership is just the beginning. As he continues to shine at Duke and prepares for the 2025 NBA Draft, his marketability will only grow, and opportunities like the one with New Balance will multiply. He is setting a blueprint for future generations of college athletes to follow, showing that NIL deals aren’t just about earning money—they are about building a legacy.

Flagg’s deal is a reminder of the immense power that college athletes now wield, both on and off the court. Through his partnership with New Balance, Cooper Flagg is taking control of his future in a way that few have before him, setting himself up for success both as an athlete and a global brand ambassador.

Cooper Flagg’s multi-year shoe deal with New Balance marks a significant milestone in the evolution of NIL deals and the branding of college athletes. As one of the most talented and marketable players in college basketball, Flagg is stepping into the world of brand partnerships with the potential to become a global icon. This deal not only solidifies his position as the future face of New Balance but also demonstrates the growing power of athletes in shaping their own careers and legacies.

As Flagg continues to make his mark on the court, his brand will only continue to grow. His partnership with New Balance is just the beginning of what promises to be a groundbreaking journey, both in basketball and beyond.