The basketball world basically lost its collective mind when Cooper Flagg officially signed with New Balance. Here is this 17-year-old kid from Maine, the most hyped prospect since Victor Wembanyama, passing up the literal giants of the industry—Nike and Adidas—to sign with a brand that, until recently, was best known for making the "ultimate dad shoe."
It felt weird at first. You've got the presumptive number one pick in the 2025 NBA Draft joining a roster with Kawhi Leonard and Tyrese Maxey instead of following the traditional path to Beaverton. But if you look closer, this wasn't just about the money, even though the money is massive. It's a calculated, deeply personal move that completely changes how we look at sneaker deals in the NIL era.
The $13 Million "Homecoming"
Let's get the numbers out of the way because they’re eye-popping. Reports suggest the Cooper Flagg New Balance deal is worth somewhere in the neighborhood of $13 million. That’s part of a staggering $28 million total in NIL and endorsement earnings he racked up before even playing a professional minute.
But honestly, New Balance didn't win this with a checkbook alone. They won it because of a factory in Skowhegan, Maine.
Flagg grew up in Newport, which is maybe 25 miles from one of New Balance's primary manufacturing hubs. Most people don't realize this, but New Balance is one of the only major athletic brands that still makes a chunk of its products in the U.S. For a kid from Maine, that brand isn't just a logo on a shoe; it’s the place where people in his community actually go to work every day.
When the brand sat down to pitch him, they didn't just show him flashy 3D renders of a signature shoe. They showed him a video featuring the actual workers at the Skowhegan factory—people who knew his family and had watched him grow up. His mom used to take him to the annual tent sale there to buy back-to-school shoes. You can’t manufacture that kind of authenticity in a boardroom.
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The Duke Dilemma: Wearing Nike While Paid by New Balance
One of the funniest things about this whole partnership was watching Flagg play his freshman season at Duke. As most fans know, Duke is a Nike school. It’s a legendary Nike school.
This created a "tough situation," as Flagg himself put it. Because of Duke's exclusive contract with the Swoosh, he had to wear Nike sneakers on the court during every game. Imagine being the face of a New Balance marketing campaign while being forced to lace up LeBron's or KD's for the biggest games of your life.
- The On-Court Reality: Flagg wore Nike gear throughout his Duke tenure.
- The Off-Court Marketing: He appeared in New Balance lifestyle shoots and "Flagg Day" apparel.
- The Social Media War: Nike even briefly trolled the situation on social media during March Madness before deleting the posts.
New Balance was playing the long game. They knew they’d lose the "on-court" visibility for a few months, but they were securing the next decade of his career. It was a rare case where a brand was willing to "sit out" the college season to ensure they had him for the NBA debut.
Breaking Down the Shoes: The Hesi Low v2
If you were looking for a "Flagg 1" signature shoe right out of the gate, you might have been a bit disappointed. But what they did instead was actually pretty clever. On October 22, 2025, to coincide with his NBA debut for the Dallas Mavericks, New Balance dropped a special Player Exclusive (PE) version of the Hesi Low v2.
This wasn't just a random colorway. It was a love letter to Maine.
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The shoe featured "Mosaic Green" accents and "Sea Salt" details, specifically designed to mimic the forests and coastline of his home state. It retailed for about $110 to $120, which is actually quite affordable compared to the $200+ price tags we see on most elite basketball sneakers.
The tech is legit, too. It uses FuelCell foam, which is that super responsive, bouncy stuff that helps with quick cuts. For a 6'9" forward who moves like a guard, that lightweight setup is exactly what he needs. The "Cooper Flagg" edition sold out almost instantly, with resale prices on sites like StockX jumping over $200 within days.
Is New Balance the New "Cool" Brand?
For decades, New Balance ran an "Endorsed by No One" campaign. They didn't want the hype; they wanted the quality. But the strategy has flipped. They are now targeting the 13–34 age demographic by signing athletes who feel "different."
By landing Flagg, they’ve successfully transitioned from being the brand your dad wears to mow the lawn to being a genuine disruptor in the basketball space. They aren't trying to be Nike. They’re trying to be the alternative for the kid who doesn't want to look like everyone else on the court.
What’s Next for Cooper and the Brand?
Now that he's officially in the NBA, the training wheels are off. We’ve already seen him move away from the general releases and start rocking more exclusive PEs.
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The "Maine" colorway was just the beginning. Most industry insiders expect a full signature shoe—an actual New Balance Flagg 1—to be in development for a 2026 or 2027 release. You don't pay a guy $13 million just to have him wear other people's models forever.
If you're a collector or just a fan, keep an eye on his feet during Mavericks games. He’s been experimenting with different versions of the Hesi Low v2 and the Fresh Foam BB v2.
Actionable Next Steps for Fans and Collectors:
- Check the Resale Market: If you missed the original October "Maine" drop, look for the Hesi Low v2 "Green Punch" or "Sunfade Red" colorways; they’re the closest retail versions to what he wears on court.
- Watch the "We Got Now" Campaigns: New Balance usually drops their best lifestyle apparel featuring Cooper through their social channels rather than the main site first.
- Follow the PE Tracker: Sites like Kicks On SI track every specific colorway he wears in-game, which often hints at what the future signature line will look like.
The Cooper Flagg New Balance partnership isn't just a sponsorship; it’s a case study in how to build a brand around roots and authenticity rather than just raw star power. Whether he's the next Larry Bird or something entirely new, he'll be doing it in shoes that remind him of home.