Introduction
In the high-stakes world of basketball marketing, the competition was fierce for the endorsement of towering talent Cooper Flagg. Just a year ago, on May 20, 2024, executives from three rival sports apparel companies gathered at the opulent Four Seasons Hotel in Los Angeles, aiming to secure a deal with the then-17-year-old prodigy widely regarded as one of the brightest emerging stars of the sport. Flagg had not yet debuted at Duke University, and it was months before he would demonstrate his skills during Team USA’s pre-Olympic training camp, going toe-to-toe with NBA icons like LeBron James and Stephen Curry.
Flagg’s Rise and Marketability
By the time the Dallas Mavericks made Flagg the top selection in the 2025 NBA Draft, it was clear that the executives’ pursuit had been a wise gamble. Back in 2023, as he made the strategic decision to skip his senior high school year and enroll early at Duke, his value only intensified among major brands eager to collaborate with him. Not only did leading companies like Nike, Adidas, and New Balance submit lucrative name, image, and likeness (NIL) offers, but they also recognized the potential superstar they were vying for.
The Pitch Day
The selection process led to one extraordinary pitch day, characterized as something out of the acclaimed film “Air” by Naveen Lokesh, New Balance’s global marketing director for basketball and football. Confident yet humble, Lokesh and his team set the stage to impress Flagg, his family, and representatives from Creative Artists Agency (CAA). They tailored their presentation not only to highlight their brand’s dedication to basketball but also to forge a personal connection with Flagg through shared New England roots.
“That meeting aligned really well with the future that I saw for myself,” Flagg reflected after witnessing the emotional impact of New Balance’s pitch.
The company’s eagerness to focus solely on Flagg, as opposed to signing multiple athletes, was a pivotal factor in his decision, ultimately proving that their genuine investment in him set them apart from competitors.
Building a Relationship
Flagg’s connection to New Balance deepened as he navigated the challenges of balancing his NCAA commitments with his marketability. Despite Duke’s sponsorship deal with Nike, which prohibited him from wearing other brands during games, New Balance remained patient, planning for future marketing campaigns that could showcase him once he stepped into the NBA spotlight.
Throughout his inaugural college season, Flagg was given the freedom to focus on his development without the pressures of promotional obligations. He quickly established a reputation as a standout player, leading to accolades including ACC Player of the Year. The brand continued to support him remotely, even rolling out promotions in various cities to celebrate his accomplishments.
Looking Ahead
In the wake of a historic draft night, Flagg’s relationship with New Balance is evolving. At a recent event in his hometown of Nokomis Regional High School, the brand announced plans to create new basketball uniforms and celebrated June 25, the draft date, as “Flagg Day.” With his highly anticipated limited-edition sneakers set to launch ahead of his NBA debut, the Flagg family is set to fulfill a childhood dream—something Cooper never truly envisioned would manifest.
Conclusion
As Flagg now prepares to step into the NBA spotlight, he reflects on how the past year has materially changed his reality. The journey from a young boy picking out sneakers at a local sale to becoming a sought-after brand ambassador symbolizes not just personal success but a significant moment for his community.
“It’s really cool to just be in the position of seeing how it all works and being given these opportunities,” Flagg stated, embodying the fulfillment of dreams both for himself and the support system that has elevated him to stardom.
