In the dynamic world of Name, Image, and Likeness (NIL) deals, fortunes can rise and fall as swiftly as a basketball in flight. Cooper Flagg, the Duke freshman phenom, is having his moment in the spotlight, a meteoric rise akin to a perfectly executed alley-oop.

With a $4.3 million NIL valuation, he now holds the top spot in college basketball and fifth overall in the NIL 100 rankings. This rise, marked by a $126,000 jump in early 2025, has propelled Flagg past LSU gymnastics star Olivia Dunne, long the face of NIL success.

As Flagg ascends, Dunne’s grip on the throne loosens—a reminder that in this competitive arena, nothing is permanent. The question now is whether Flagg’s dominance will solidify or if other stars will reclaim the spotlight.

According to On3.com, Flagg’s $4.3 million valuation reflects his unparalleled impact on and off the court. His recent performances have bolstered this position: back-to-back 24-point games and a 19-point showing to start 2025. His season stats—17.5 points, 8.5 rebounds, and 3.7 assists per game—demonstrate his versatility. At just 18, Flagg is already being hailed as a generational talent.

“He’s a throwback, a little like Tim Duncan with the way he goes about his business. I see some Kevin Garnett there also in terms of the passing, the defensive impact, and the competitiveness,” remarked an NBA executive.

Such praise is not just empty words. NBA legend Kevin Garnett himself has taken notice, posting on Instagram, “The boy Coop out here throwing folks in the basket like 😤😤😤🫡💯.” This endorsement, along with a viral dunk against Pittsburgh that drew over six million views, has amplified Flagg’s cultural and commercial appeal.

Cooper Flagg has surpassed Olivia Dunne in the NIL race, fueled by NBA praise and viral moments—will his rise continue to dominate?

Cooper Flagg’s NIL rise reshapes the market, surpassing Olivia Dunne and Hunter Dickinson

Flagg’s rise comes as the NIL market continues to reshape the narrative of college sports. While he climbs, other stars have seen declines. Olivia Dunne, once synonymous with NIL success, now finds herself trailing. Though her valuation remains a formidable $4.2 million, Flagg’s ascension underscores a shift in public attention and market dynamics.

Hunter Dickinson, another prominent name, recently experienced a $214,000 drop in valuation. Flagg’s consistency, both in performance and persona, highlights the unforgiving nature of the NIL ecosystem, where perception and results are everything.

Flagg’s NIL success mirrors his basketball trajectory. Analysts widely project him as the No. 1 pick in the 2025 NBA Draft. His ability to dominate in every facet of the game—scoring, defending, playmaking—has made him indispensable for Duke’s 13-2 record and top-five ranking.

“Jon Scheyer relies on Flagg to be a primary ball handler, shot-taker, and, of course, his best defender,” wrote an NBA scout. Flagg’s towering presence, coupled with his poise, has captivated not just college basketball but the broader sports world.

As Flagg’s star rises, the NIL landscape continues to evolve. His success reflects a growing synergy between athletic performance and commercial viability. Dunne’s reign at the top showcased the potential of NIL, but Flagg’s rise demonstrates how quickly fortunes can shift.

The game, both on the hardwood and in NIL rankings, is far from over. For Olivia Dunne, the challenge is clear: to reclaim her throne. For Cooper Flagg, the task is to sustain his meteoric rise. And for fans, it’s a reminder that in this fast-paced world, the next big moment is always just a play away.