“I love New Balance, but Duke is with Nike” – Cooper Flagg on being ‘forced’ to wear Kobe shoes during March Madness

“I love New Balance, but Duke is with Nike” – Cooper Flagg on being ‘forced’ to wear Kobe shoes during March Madness

Dallas Mavericks rookie forward Cooper Flagg faced a unique sneaker dilemma during the 2025 NCAA men’s basketball tournament. Flagg, who signed a multi-year deal with New Balance before his college debut, still had to wear Nike shoes on the court since his alma mater, Duke University, is under a Nike sponsorship agreement. That meant during the biggest stage of his college career, he had no choice but to lace up with the Swoosh.

Ahead of Duke’s Sweet 16 matchup against Arizona, Flagg explained the awkward situation.
“Obviously it’s tough,” Flagg admitted. “I love New Balance, but Duke is with Nike, so that’s just what we have to do right now.”

A deal with New Balance before Duke career even began
As the top high school player in the country, Flagg wasn’t just recruited by every powerhouse program, but also courted heavily by the biggest sneaker companies. Many elite recruits automatically lean toward Nike, Adidas, or even Under Armour, yet Flagg chose New Balance for deeply personal reasons.

“The family connection is everything,” Flagg said. “New Balance has Maine roots, and my mom used to shop there for school shoes at their tent sales. That’s what made it different and special. It aligns perfectly with who I am.”

So, before he ever suited up for the Blue Devils, Flagg inked his endorsement deal with New Balance, expecting to eventually become the brand’s face in basketball with a signature sneaker of his own. But one obstacle stood in the way Duke has been a Nike school since 1992 and is under contract with the company through 2027.

Nike trolls Flagg after his breakout game
That meant throughout the 2025 NCAA season, Flagg was required to wear Nike gear on the floor. During the Sweet 16 against Arizona, he sported the Nike Kobe 6 Protro “All-Star 2.0” and delivered a monster performance: 30 points, 6 rebounds, 7 assists, and 3 blocks in a thrilling 100-93 victory. Nike even seized the chance to poke fun at both Flagg and New Balance on social media afterward.

Duke then cruised past Alabama 85-65 in the Elite Eight, led by Flagg’s 16 points and 9 rebounds, sending the Blue Devils to their 18th Final Four appearance. But the dream ended in heartbreak. Against Houston, Duke collapsed late, blowing a six-point lead in the final 35 seconds. Flagg scored 27 points but missed a critical jumper in the closing moments as Duke fell 70-67.

The last game in Nike sneakers
That loss marked the end of Flagg’s college career, and also the last time he was forced to wear Nike on the hardwood. After declaring for the NBA Draft and being selected by the Dallas Mavericks, Flagg finally got to showcase his partnership proudly. In his Summer League debut, he stepped onto the court wearing the New Balance Hesi Low bringing his sneaker journey full circle.