Cooper Flagg, the Highly-Touted Freshman, Signs Multi-Year Shoe Deal with New Balance

Cooper Flagg, the 17-year-old basketball phenom, is already making waves in the sports world. Before even stepping onto the court for Duke University as a freshman, Flagg has signed a multi-year shoe deal with New Balance, projected to be the No. 1 pick in the 2025 NBA Draft.

Flagg’s deal with New Balance includes one NIL year while he’s in college, followed by compensation for multiple seasons to begin his NBA career. The agreement is a significant milestone for the young athlete, who has already established a strong connection with the brand.

New Balance has a home tie to Flagg, who grew up in Newport, Maine, before moving to Montverde, Florida, to play for Montverde Academy. The shoe company has a manufacturing factory in Skowhegan, Maine, just 25 miles away from Flagg’s childhood home.

Flagg’s mother would often take him to New Balance tent sales for back-to-school shopping, establishing roots that no other brand could with him. In a statement, Flagg expressed his appreciation for the brand’s authentic connection to his community, saying, “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.”

As a senior, Flagg averaged 16.5 points, 7.5 rebounds, 3.8 assists, 3.7 steals, and 3.7 blocks for a Montverde Academy team that went 34-0 and won a national title. He was awarded Gatorade National Player of the Year, Mr. Basketball USA, and Naismith Prep Player of the Year honors.

Flagg joins a roster of basketball talent at New Balance, including Kawhi Leonard, Tyrese Maxey, Jamal Murray, and Cameron Brink. The company also has deals with tennis star Coco Gauff and track and field athlete Quincy Wilson.

Before his senior year, Flagg reclassified from the 2025 class to 2024, making him eligible for the 2025 NBA Draft. He committed to Duke last October, after being recruited intensely by UConn, Kansas, and Kentucky.

Flagg impressed observers during Team USA’s pre-Olympic training camp in Las Vegas, playing for the Select Team during scrimmages. He was the only college player – and teenager – invited to join the Select Team, building anticipation for his freshman season at Duke and his NBA future.