New Balance continues to build its growing roster of basketball talent with a significant addition: Cooper Flagg, the Gatorade National Player of the Year and Naismith Player of the Year, has officially signed with the brand. The 6’9” power forward, known for his dominant presence on the court and electrifying versatility, is the latest athlete to join the New Balance family.
Flagg, set to embark on his collegiate journey at Duke University as the top recruit in the 2024 class, represents a new wave of basketball excellence. During his senior year at Montverde Academy, Flagg averaged an impressive stat line: 16.5 points, 7.5 rebounds, 3.8 assists, 3.7 steals, and 3.7 blocks per game. His remarkable play led to his selection to the 2024 USA Basketball Men’s Select Team, making him the only teenager—and the first college player since 2013—to earn that distinction. His inclusion among the select few who trained with the USA Men’s National Team speaks volumes about his impact and the expectations surrounding his future in the sport.
For Flagg, the partnership with New Balance is more than just a business deal; it’s a return to his roots. Growing up in Newport, Maine, only 25 miles from New Balance’s Skowhegan manufacturing facility, Flagg’s connection to the brand is deeply personal. Annual trips to the brand’s tent sale, where his family would purchase their school shoes and backpacks, have come full circle now that Flagg represents the same company that was part of his childhood.
“I grew up wearing New Balance, and I appreciate their authentic connection to my community,” Flagg shared. “The focus and growth of the brand in basketball and our shared values and history drew me in. From day one, it was clear that this would be a family-like partnership. I’m so excited to join this family and help them grow the category with young athletes.”
Naveen Lokesh, New Balance’s Head of Basketball Sports Marketing, echoed Flagg’s enthusiasm, emphasizing the unique blend of talent and authenticity that makes Flagg a perfect fit for the brand. “Cooper adds so much to our basketball roster, and we’re thrilled to welcome him to the New Balance family,” Lokesh said. “He is a force to be reckoned with on the court, and we look forward to building our relationship as he grows the game and supporting him in all his endeavors.”
Beyond the basketball court, Flagg’s partnership with New Balance will extend into lifestyle projects and community-focused initiatives, particularly those aimed at supporting young athletes. With his combination of talent, drive, and down-to-earth connection to his community, Flagg represents the new face of New Balance Basketball. This rising star is as comfortable in his hometown as he is under the bright lights of elite competition.
As Cooper Flagg begins his collegiate career at Duke and takes his next steps with New Balance, the brand continues to solidify its place in the basketball world by aligning with athletes who resonate with fans and the core values of community and authenticity. Flagg’s journey is just beginning, and his impact on and off the court is poised to inspire the next generation of athletes while further establishing New Balance as a significant player in basketball.
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Images via New Balance
Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
