Cooper Flagg may be signed to New Balance, but here's why he'll still have to wear Nike for Duke

This wasn’t supposed to happen. We’re not supposed to be here. Cooper Flagg is not supposed to be signed to New Balance today.

Yet, here we are.

This morning, New Balance released a promotional video featuring Flagg. It showed him shooting hoops in a driveway until a paper boy throws a newspaper in the driveway with a headline announcing Flagg’s decision.

New Balance labeled Flagg’s choice as “The Intelligent Choice,” seemingly taking a shot at the competitors around them. This was the brand’s announcement that they’d signed the newly minted Duke basketball star to a shoe deal.

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

— New Balance (@newbalance) August 26, 2024

This deal is quite a surprise, considering Flagg’s history. It seemed like he was a shoo-in (pun intended) to sign with Nike, considering two things. He was a mainstay in Nike’s  EYBL youth circuit over the last few years. Plus, he plays for Duke — a Nike school. That’s what makes this choice so surprising.

That last part begs the question: How does this work? A New Balance athlete playing at a Nike school? Will he be able to wear New Balance shoes?

The answer is a bit complicated. Let’s get into it.

Wait, so will Cooper be wearing New Balance during games?

Long story short, the answer is no. He won’t be wearing New Balance during his games at Duke this year.

He won’t have it on during practice or when participating in media availability, either. During those moments, he’ll wear Nike just like his teammates.

Duke has a contract with Nike that extends until 2027. The two sides have worked together since 1992. Student-athletes must wear Nike while officially representing Duke University as part of that contract. So whenever Flagg — or any other athlete at Duke — plays for or represents Duke, they’ll have to wear Nike. Or, at the very least, not wear one of Nike’s competing brands.

So when can Flagg wear New Balance?

He can wear New Balance at any other time so long as it’s not an official public appearance on behalf of Duke.

For example, if Flagg participates in an event that Duke doesn’t have anything to do with, he’d be able to wear New Balance to the event. He can also post and promote New Balance through his social media channels.

It’s certainly not ideal for any sponsor, considering that Flagg’s best and most notable moments will come on the court while wearing Nike and repping Duke, but it’s not the worst situation in the world, either.

Why would New Balance sign him if he can’t always wear it?

The pros outweigh the cons here. At least, in New Balance’s view, anyway.

Sure, Flagg won’t be able to wear New Balance on the court for a year. But that’s just a year.

This time next year we’ll be talking about what Cooper Flagg might do in the NBA. He’s been pegged as one of the best prospects we’ve seen in a really, really long time. He’s the likely No. 1 overall pick in the 2025 NBA Draft and has already been seen giving the best players in the world absolute fits on the court.

This move here is simply New Balance getting ahead of the curve here and snatching up a player who might be one of the best in the NBA for years to come.

It’s a smart move.

Is there any precedence for this?

Flau’Jae Johnson has a similar arrangement with LSU and Puma.

She signed a shoe deal with Puma at 18, making her a Puma athlete as a freshman at LSU.

However, LSU is a Nike school. It’s reportedly paid $1 million annually along with $5 million in product each year in exchange for being the school’s sole sportswear provider, according to the Wall Street Journal.

With that deal in place, Johnson has been unable to wear Puma during LSU games, practices, and other events. However, she’s still managed to wear and promote Puma on her social media pages and at public events.

Puma celebrated the SEC Freshman of the Year @Flaujae with a jazz marching band for her legendary championship season with @LSUwbkb pic.twitter.com/QuKdveL5wU

— Nice Kicks (@nicekicks) April 8, 2023

It’s a delicate balance, sure. But it’s definitely possible. As he goes through this season with Duke, Flagg will have to figure that balance out for himself.

But, in the long run, New Balance just signed one of the best basketball prospects we’ve seen in a long time. That’s a big win for the brand and a big win for Flagg, too.

I’m sure that bag is nice.