Basketball often finds its limits on the court, but sometimes the game stretches far beyond the hardwood—into the world of brands, partnerships, and visionary strategies. This is a game without a buzzer, yet its reverberations will last for years. Now, imagine a brand that just pulled off a $7.8 billion slam dunk in 2024. With this monumental move, it’s not just strengthening its presence in sports—it’s also setting the stage for rising stars like Cameron Brink and Cooper Flagg to redefine the future of the game. The big question now: what’s next for basketball’s evolution, both on and off the court?

According to a recent post by Sole Retriever, New Balance hit $7.8 billion in global sales for 2024, marking a 20% increase from the previous year. This surge was driven by several factors, including increased digital engagement, a growing lifestyle running momentum, and key athlete partnerships. One of those partnerships was with none other than Shohei Ohtani, as well as tennis star Coco Gauff. And just as important? The signing of rising basketball star Cooper Flagg.

New Balance announced the signing of Cooper Flagg, on August 26 of 2024 which marked a key milestone in their basketball strategy. Flagg, who is preparing to declare for the 2025 NBA draft, is already a multi-dimensional powerhouse. With averages of 18.7 points, 8.2 rebounds, and 4.1 assists per game for Duke, he’s not just another prospect—he’s a future superstar.

His signing with New Balance aligns perfectly with their focus on young, promising talent. As Flagg takes his talents from college to the professional stage, his marketability and performance will continue to rise, ensuring his position as a cornerstone for both the brand and the sport.

Meanwhile, Cameron Brink, who was selected second overall in the 2024 WNBA Draft, was already a standout in women’s basketball before she even stepped foot in the league. Having signed an NIL deal with New Balance in 2023, Brink’s partnership with the brand is more than just about footwear. It’s about empowering the next generation of athletes.

“This relationship with the WNBA is another example of New Balance encouraging all young athletes, particularly women and girls, to pursue their athletic goals and ignite a new era of female empowerment through sport,” said Jess Vassall, New Balance’s Head of Global Partnerships.

As Brink and Flagg continue to dominate on the court, their partnership with New Balance takes on a much larger significance, shaping the future of sports in ways that go far beyond just performance.

Flagg and Brink’s Blockbuster Impact: How Her Partnership with New Balance is Shaping the Future of Women’s Basketball

Brink’s performance on the court has been exceptional. She’s ranked second in the WNBA for blocks per game, averaging 2.3, just behind A’ja Wilson’s 2.6. This standout ability, combined with her association with New Balance, places her as a key figure in the brand’s strategy to elevate women’s basketball.

“The partnership with New Balance is yet another positive step in our efforts to grow women’s sports across new audiences, incentivize youth participation and positively influence communities,” added Colie Edison, Chief Growth Officer at the WNBA.

The New Balance-WNBA partnership is more than just a commercial venture—it’s a cultural shift. It marks a commitment to increasing visibility for women’s sports and inspiring young athletes. Through grassroots initiatives, digital and retail content, and community engagement, both New Balance and the WNBA aim to push the boundaries of what’s possible in the game.

With New Balance’s $7.8 billion in sales and its growing footprint in basketball, the future of both Cooper Flagg and Cameron Brink is secure. Their sneakers will soon hit the shelves, their brands will continue to soar, and their performances will light up the court. The stage is set for a new era in basketball—one where the stars shine brighter, and the game reaches new heights both on and off the court. What happens next could change the sport forever.