Cooper Flagg’s time at Duke was always expected to be short but spectacular, with everyone predicting he’d be the No. 1 pick in the NBA Draft. But now, things have taken an interesting turn, and fans are on high alert. Earlier this week, Duke Basketball shared a photo of Flagg at practice, but something was off—he was dribbling an NBA ball and, even more noticeably, rocking New Balance sneakers instead of his usual Nikes.

His freshman season was dominant—he averaged nearly 19 points, 7.5 rebounds, and 4 assists a game. From the moment he stepped onto the court, Flagg separated himself from everyone else. Scouts and executives rapidly started calling him a generational talent, the sort of player who only comes around once every decade or so, comparing him to players like Zion Williamson. As the season wore on, the gap only widened.

Flagg has elite defensive instincts, effortless scoring ability from anywhere on the court and an expansive basketball IQ, and is likely to contribute immediately in the NBA. Analysts compare him to franchise cornerstones, a sentiment given further credence by his 7-foot-plus wingspan and versatility guarding 1 through 5, especially after excelling in the NCAA Tournament.

Still, Duke fans weren’t expecting to have to start coming to terms with this reality quite this soon. Flagg deciding to rock New Balance in a Duke practice — in a gym on a campus where Nike is king — felt a lot like more than a shoe change. Was it a silent statement that his collegiate days are numbered? Was it just a random shoe selection that got overblown by eager eyeballs?

Fans react to Cooper Flagg’s sneaker change

Nevertheless, hope was still alive among the Duke faithful. Until that photo dropped. Fans noticed the change immediately. “Wearing the New Balance. Not a good sign,” one fan posted. Another added, “Also working out with the NBA Ball.” Subtle? Maybe. But in the world of college basketball, these details don’t go unnoticed—especially not in a Nike-sponsored program like Duke.

For fans, the swoosh is a badge of pride, worn by every Blue Devil star. “Not a good sign” captures fear that Flagg, a generational talent, is already eyeing the NBA, especially with teammate Kon Knueppel declaring for the draft.

The switch wasn’t random. Cooper Flagg’s ties to New Balance were made official back in August 2024 when he signed a five-year endorsement deal. The first year was structured as an NIL agreement while he played at Duke, and the rest transitions into a full-blown endorsement deal once he goes pro. For fans still holding out hope, that structure sounded less like flexibility and more like a countdown.

But there’s more to the sneaker tale still. The New Balance partnership is meaningful to him beyond basketball. Flagg, who grew up in Newport, Maine, not far from one of the company’s factories, has long felt aligned with the brand. So far as Flagg sees it, the partnership was a natural fit. That meant that when he first took the court in those shoes, it wasn’t just about advertising — it was about self-definition.

Still, that didn’t soften the blow. “Not wearing the college shoes anymore, he gone sadly,” one wrote. Fan’s despair over Flagg ditching Nike’s “college shoes” for New Balance reflects resignation. The sneakers signal he’s outgrown Duke, his $4.8 million NIL valuation marking him as NBA-bound. “Sadly” captures the pain of losing a star who’s redefined the program.

“The New Balance tells you everything you need to know.” The New Balance sneakers are being seen as a clear sign of Flagg’s focus on the NBA. In a Nike stronghold like Duke, his choice feels like a declaration of a fresh change, tied to his Maine roots and five-year deal, confirming he’s ready for the next level.

With every passing hint, the writing appears to be getting more and more written on the wall. Fans are reacting less and less to a footwear change and more and more to the exit of a generational talent.