Cooper Flagg, The Intelligent Choice. Flagg had recently made headlines in July when he, in a scrimmage, had held off NBA greats such as LeBron James. The Team USA was practicing in the pre-Olympic training camp when Flagg proved his mettle against the top hoopers of the world. The result? On Monday, he inked a shoe deal with New Balance which is marketed as the intelligent choice.

And why shouldn’t it be? With this, Flagg has been added to the list of NBA stars namely Kawhi Leonard, Jamal Murray, and Tyrese Maxey who also have an agreement with the billion-dollar company. But, while Flagg will endorse New Balance off the court, he wouldn’t be able to wear them during his games which comes as a major disappointment to his fans.

Why will Cooper Flagg not wear New Balance shoes on the court?

The Duke Blue Devils, who Flagg committed to in October last year, is a Nike-sponsored program. The Blue Devils started their tryst with Nike in 1992 when they had won the NCAA tournament championship, consecutively. Starting the season as defending champions under Mike Krzyzewski, the Blue Devils had won their first 17 consecutive games. But, they were soon jolted by a loss in a matchup against North Carolina.

Nonetheless, they continued to work on their performances, losing just one more game in the regular season and bagging their second title. Looking at their exceptional run, Nike had signed a deal with them, which was extended to 12 more years in 2015. As per the terms of the deal, Nike will be the only supplier of merchandise and sporting equipment for the Blue Devils.

Extending till 2027, it also includes uniforms and footwear. Therefore, legally speaking Flagg, who committed to the Blue Devils, won’t get a chance to flaunt his New Balance sneakers while representing his college. Instead, he can continue to endorse them in paid promotions off the court in endorsements or if he wishes then also while doing his day-to-day chores. But, unfortunately, not on the court. Meanwhile, Flagg had expressed his happiness on being signed with New Balance.

Cooper Flagg remembers his roots after landing a major deal with New Balance

Flagg, who was born in Maine, has seen multiple manufacturing plants of New Balance in his state including a factory just 25 miles away from his home. Hence, Flagg was sentimental about getting a deal with the sporting giants revealing that he has grown up “wearing New Balance” and “appreciate(s) their authentic connection to my (his) community.”

The new advertisement announcing Flagg’s partnership features him in his hoodie and shorts wearing NB shoes while playing basketball in his driveway. A hoop is attached to the wall of his garage and Flagg makes no mistake with his jumpshot. As he picks up the newspaper post his practice, the front page carries the news in bold font: “Cooper Flagg, The Intelligent Choice.”

While Flagg’s choice might be intelligent, one thing that will trouble him and his fans is that he will not be able to flaunt those shoes, and it remains to be seen if Nike will extend their contract with the Blue Devils post-2027. But then, it also is not clear if Flagg will stay with Dukes for more than a year and not declare for the draft. However, one thing is sure with this partnership, Flagg has taken a major step in his basketball career.