Cooper Flagg makes surprising decision on shoe endorsement deal for his freshman year at Duke University

Cooper Flagg, who’s probably the most hyped college basketball prospect we’ve seen in a decade, is set to hit the court for the Duke Blue Devils this fall.

Becoming one of the most recognized high school basketball players in the world will obviously come hand-in-hand with a ton of fresh, new NIL deals for Flagg. He won’t be rocking a pair of Nike kicks. And no, Adidas didn’t snag him either.

Instead, Cooper Flagg will be lacing up in New Balance for his freshman season.

New Balance and other brands have made waves in major sports but it goes without saying that Nike still reigns supreme in basketball at every level. Flagg choosing New Balance is a bit unexpected, but here in Philadelphia, rising superstar Tyrese Maxey also wears New Balance – joining names like Kawhi Leonard, Zach LaVine, Dejounte Murray, and Jamal Murray among the ranks of athletes sponsored by the brand.

Given the names above, it makes my next statement a mute point but someone has to say it, right? Cooper Flagg signing with New Balance over Nike or Adidas is quite literally the whitest thing ever. Don’t get on my shit for asking, New Balance released a promotional video for Flagg and it certainly raised the question too.

Cooper Flagg & New Balance: The Intelligent Choice…

Cooper Flagg, The Intelligent Choice. pic.twitter.com/JvvvMM9lfm

— New Balance (@newbalance) August 26, 2024

It does sound about white right doesn’t it?

In my humble opinion, saying Cooper Flagg signing with New Balance is the “Intelligent Choice” is certainly an interesting choice of words but I digress.

Jokes aside, Flagg’s connection to New Balance actually runs deeper than just a sneaker deal because it ties back to his roots in Maine. One of New Balance’s manufacturing plants is in Skowhegan, Maine, which is just about 30 miles from Flagg’s hometown of Newport.

“The connection with New Balance as a family company with Maine roots means a lot to me,” Flagg told ESPN. “That makes this really different and special. My mom used to hit up their tent sales for our back-to-school shopping when we were kids. It just feels right.”

Pretty cool, actually.

Flagg received an invitation to Team USA’s pre-Olympic training camp in Las Vegas. He wore Nike shoes during the camp, but now that he has signed a massive NIL deal with New Balance, those will likely be the only shoes he wears in the foreseeable future.

Duke commit Cooper Flagg has taken over USA Basketball scrimmage: hits a three and then finishes a tough putback pic.twitter.com/SB3Y4fDpYt

— Ben Golliver (@BenGolliver) July 8, 2024

Flagg, who’s the Gatorade National Player of the Year from Montverde Academy in Florida, is the heavy favorite to be the first overall pick in the 2025 NBA Draft.

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