The March Madness fever is higher than ever! That’s because we now have the Elite Eight of the tournament. Among the other top teams is the Cooper Flagg-led Duke Blue Devils. Now, only Alabama Crimson Tide stands between the Blue Devils and San Antonio. Before making the trip to the final eight, Duke has already made light work of Arizona, Baylor and Mount St. Mary’s. While the Blue Devils gear up for an intense battle with Alabama, the top-ranked player in the country is facing a rather unusual problem on the court. Yes, Cooper Flagg finds himself in quite a unique situation at the moment.
If you’ve noticed, the 18-year-old Duke forward has been wearing Nike shoes throughout the NCAA Tournament. Some of you might think, what’s wrong with that? Well, that’s the usually the case. There’s nothing new in players and coaches wearing gear from specific brands that have deals with the college’s program. However, with NIL deals now in place, the hoopers can go out and acquire deals of their own. So, even after signing a lucrative deal with shoe giant New Balance before his freshman season, Cooper Flagg finds himself in a rather difficult position. Usually, athletes don’t go with sponsors different than the ones that are signed with their schools.
Simply because the brands wouldn’t get a return on their investment if the athletes are not wearing them. However, Flagg isn’t a normal college hooper in the least. New Balance views this as a long-term investment instead of just a short one. The connection between Flagg and New Balance is crystal clear: He’s the first basketball superstar to come out of Maine, and New Balance has multiple factories in the area. So, the brand is ready to tank a year of college basketball and shine when the 18-year-old enters the NBA this year. On Thursday, he was asked about wearing Nike gear and whether he wishes to be able to wear his New Balance sneakers. “Well, it’s obviously a tough situation,” Flagg said.
“I love New Balance, but Duke is with Nike, so we have to do that for now.” Well, the Duke star handled the questions pretty well and did not forget to show love to his sponsor. You could say he’s already at the NBA level in this regard. Even though it’s rare, this is not the first time a college star has found themselves in these crossroads.
Duke University has been a Nike-sponsored program since 1992, a partnership solidified after the Blue Devils’ back-to-back NCAA titles under Coach Mike Krzyzewski, with their current deal running through at least 2027—a mandate that all athletes, including Flagg, wear Nike gear during team activities like these tournament games.
LSU’s superstar guard Flau’jae Johnson has a deal with Puma. Meanwhile, his team is signed with Nike. Moreover, Hailey Van Lith also ran into a situation similar to Flagg’s during her time in Baton Rouge. She was signed with Adidas, and the Horned Frogs wear Nike. Nonetheless, Cooper Flagg seems to be making the most of the March Madness through his NIL deals.
Cooper Flagg is making the most of the NIL deals during March Madness
The Duke Blue Devil superstar is tipped to be the No. 1 pick in this year’s NBA Draft. However, before he shines under the bright lights of the NBA, Cooper Flagg is making the most of his time in the college basketball circuit.
Once he declares for the 2025 NBA Draft, his New Balance deal could yield a signature shoe—rare for rookies—potentially rivaling Zion Williamson’s $75 million Nike deal in 2019, as analysts see him reshaping the brand’s basketball identity.
The 18-year-old was all set to gain massive attention when he arrived in Durham. He was going to get the NIL success, and his portfolio has continued to grow as his team marched to the Elite Eight. While he might not be able to rep New Balance during his team activities, Flagg is still promoting the brand.
Jan 18, 2025; Chestnut Hill, Massachusetts, USA. Duke Blue Devils guard Cooper Flagg (2) looks to pass the ball during the second half against the Boston College Eagles at Conte Forum. Mandatory Credit: Eric Canha-Imagn Images
Most notably through a commercial that runs during the March Madness games alongside superstars Kawhi Leonard, Tyrese Maxey, and Cameron Brink. Additionally, along with his massive deal with New Balance, Flagg has a diverse portfolio. Including deals with Gatorade and The NIL Store. Moreover, he has also secured a long-term deal with Fanatics and has received a Topps Bowman Card. He’s gained so much popularity through his skills that he’s the most valuable college basketball player! He has a soaring high value of $4.8 million on ON3’s NIL valuation.
In fact, he’s just behind Texas’ superstar quarterback Arch Manning on the overall list, placing the Duke star at the 2nd position. Nonetheless, Cooper Flagg deserves these NIL deals because he’s arguably been the best player in the country this season in just his freshman season. Moreover, He’s a finalist for this year’s Naismith Player of the Year award. He’s averaging 19 points, 7.5 rebounds, and 4.3 assists this season. Being a two-way threat, Flagg also has 1.3 blocks and 1.4 steals per game, leading Duke in all these categories. Whether or not the Blue Devils go all the way in the NCAA tournament remains to be seen. Nonetheless, Flagg has been spectacular.
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