Overview
- Cooper Flagg was selected first overall by the Dallas Mavericks in the 2025 NBA Draft after signing with New Balance prior to his freshman season at Duke.
- Flagg committed to New Balance in 2024 despite offers from Nike, Adidas and a Chinese sportswear brand, and he only began wearing the label’s sneakers at the NBA Draft Combine.
- New Balance will relaunch its basketball division early next year with Flagg as its marquee figure and may develop his signature shoe.
- The company plans a boutique endorsement portfolio that already includes Kawhi Leonard, Jamal Murray and Tyrese Maxey.
- New Balance aims to leverage its basketball push to surpass Puma’s $9.5 billion in revenue and join Nike and Adidas among the world’s top three athletic-wear brands.