Jayson Tatum, Kyrie Irving, Zion Williamson, Paolo Banchero and JJ Redick – What do they have in common? They all come from the talent factory of Duke. Another thing they share amongst them is Nike. At one point in time, it was almost imminent that a Duke talent would sign with Nike. But that tradition came to an end with the college program’s next big thing, Cooper Flagg.

The coveted prospect for the 2025 NBA Draft made the significant choice of signing with New Balance, as Adrian Wojnarowski confirmed today. But it was not the money that dictated his move, it was his family ties that ultimately became the priority.

According to Cooper Flagg, he signed with New Balance as it was a “family company”. “The connection with New Balance as a family company and a company with Maine roots means a lot to me,” Flagg said after signing with NB. “That makes this really different and special. My mom used to go to the tent sale for back-to-school shopping there when we were kids. That really aligns the brand with my roots. It’s a perfect fit.”

Born in Newport, Maine, Cooper Flagg holds a special sentiment for New Balance. NB has their manufacturing facility in Maine and Flagg’s mother, Kelly, used to go to the tent sale with a young Cooper. Kelly played college basketball in Maine, where she was a captain in her senior year. After the new deal signed with NB, Flagg’s NIL valuation is sure to spike, which now stands at $1.4 million. The Duke forward signing with NB only shows how influential his name is becoming in the hooping world. But the 17-year-old isn’t the only star NB has in its catalogue. Flagg might have broken the Duke tradition, but he’s joining a sporting heritage consisting of multiple megastars.

Cooper Flagg is joining a plethora of sporting stars at New Balance

It’s been more than a century since New Balance made its headway in the sports apparel market. Throughout the years many have made a name for themselves with the brand, in turn elevating NB. “The effortless confidence that comes from those bold enough to embrace the present and the possibility of the now,” is the motto behind their campaign, “We Got Now”. Hence, they have quite a number of bold athletes under their contract.

The biggest name signed with the Brand today is undoubtedly, Shohei Ohtani. The baseball icon signed with NB in 2023 and since then has been a part of the campaign. Tyrese Maxey and Jamal Murray are the two most recognisable names from the NBA associated with the brand. Murray signed in 2020 before Maxey followed the way in 2023. WNBA star, Cameron Brink signed in the same year to be one of the faces of the brand.

Tennis star Coco Gauff signed with NB in 2018. Hurdler Sydney McLaughlin also signed in the same year. “New Balance has a long-standing history as an excellent running company and they are the perfect partner for me,” said McLaughlin after signing with the brand. Soccer star Bukayo Saka and Sadio Mane are a few of the names from the game to have NB as their apparel partners. Cooper Flagg is now part of this NB constellation hoping to reach star status in the league in the coming years and hopefully for him, he’ll be the name that takes the brand to another level.