Caleb Wilson Inks Groundbreaking Shoe Deal with New Balance, Cementing His Superstar Status Before His First UNC Game

• Caleb Wilson Inks Groundbreaking Shoe Deal with New Balance, Cementing His Superstar Status Before His First UNC Game

The legend of Caleb Wilson is only just beginning in Chapel Hill, but the North Carolina freshman forward is already making moves that transcend college basketball. According to multiple reports, the five-star+ Tar Heel has signed a multi-year, multimillion-dollar NIL shoe deal with New Balance, instantly making him one of the most marketable players in the country before even playing his first college game.

For North Carolina fans, this is not just another big-name signing it’s a statement that Wilson’s stardom extends far beyond the Dean Dome.

From High School Stardom to Global Marketability

Wilson, a native of Atlanta, Georgia, arrived in Chapel Hill as the No. 5 overall prospect in the Class of 2025 and the second-ranked power forward nationally. His high school résumé at Holy Innocents’ Episcopal School reads like something out of a video game:

• 21.6 points, 11.1 rebounds, 5.0 assists, 3.6 blocks, and 2.1 steals per game
• McDonald’s All-American honors
• Mr. Georgia Basketball 2025
• A state championship to cap off a dominant prep career

That production and his potential to only get better made him a five-star+ recruit, a rare designation reserved for prospects who are expected to make an immediate college impact and quickly transition to the NBA.

Scouting experts like On3’s Jamie Shaw raved about Wilson’s combination of size, footwork, explosiveness, and polish. “He has a vast array of offensive moves at multiple levels,” Shaw wrote, while noting Wilson is still just learning his body and growing into his frame scary words for future ACC opponents.

A New Face of New Balance

The deal with New Balance solidifies Wilson as a centerpiece of the brand’s aggressive NIL strategy. The sneaker company has been aggressively expanding across sports in recent years, making splashes with global stars like Shohei Ohtani in baseball and Cooper Flagg in basketball.

On the college front, they’ve already landed athletes like Notre Dame’s Jeremiyah Love and former Stanford basketball star Cameron Brink. But Wilson might be their biggest bet yet a teenager with NBA lottery potential and the charisma to match.

By securing Wilson early, New Balance is banking on him being the next great Carolina star to carry the Jordan-blue legacy into a new era of NIL-driven influence.

NIL Value Rising Fast

Currently ranked No. 80 in the On3 NIL 100 and No. 30 among all college basketball players, Wilson’s valuation is only expected to skyrocket as he steps onto the court at UNC. The On3 algorithm factors in both Roster Value how much an athlete is worth to their program and marketability through sponsorships and social media reach.

For Wilson, both boxes are already checked. A potential one-and-done lottery pick in 2026, he enters UNC with more eyes on him than almost any other freshman in the nation.

A Win for UNC and a Warning to the ACC

For Hubert Davis and the Tar Heels, Wilson’s deal is more than just a personal milestone it’s another recruiting win that shows UNC remains a premier destination for players who want to win on the court and thrive off of it.

The ACC will have its hands full with Wilson’s 6-foot-9 frame, versatile skillset, and defensive intensity. But now, opponents will also have to deal with the media spotlight that follows him everywhere.

The bottom line? Before playing a single minute in Carolina Blue, Caleb Wilson is already a star. With New Balance on his feet, the NIL world in his pocket, and the Dean Dome crowd behind him, the only question left is how quickly he can take over the sport.