Cooper Flagg has always had a complicated sneaker history. With talent that speaks volumes, and a Draft future that’s most certainly guaranteed to stay at the top, it wasn’t long before brands came calling. The most notable, and perhaps news-worthy one? New Balance. The same brand that flaunts a glittering portfolio of NBA superstars including Cavaliers’ Darius Garland, Kings’ Zach LaVine, 76ers’ Tyrese Maxey, Pelicans’ Dejounte Murray, Nuggets’ Jamal Murray, Pacers’ Aaron Nesmith and Clippers’ F Kawhi Leonard. But looks like Flagg’s association with the brand has become the cause for his fans’ biggest heartbreak.

It was in August last year that the Duke sensation signed an ambitious five-year deal with the footwear and apparel brand—the repercussions of which sent his NIL Valuation soaring to a massive $4.8 million—after six months of brainstorming meetings and elaborate pitches. While his first year would be a standard NIL collaboration, the rest was reported to be a more standard endorsement deal. In a business landscape where legacy brands reign supreme, New Balance’s triumph was one chief marketing officer Chris Davis took personally: “We know it takes a special and unique character to partner with a challenger brand like New Balance, especially when Nike and Adidas are within our industry.” Yet, a problem presented itself—one that would see Nike get the last laugh for a while.

You see, Duke University has had an exclusive deal with Nike since 1992. The duo even signed a 12-year extension in 2015 “that will see Nike supply all 27 of the Blue Devils’ athletics teams with uniforms, footwear, apparel and equipment innovation through 2027”. This begs the question: What would Cooper Flagg wear? The answer was simple: Flagg had to don Nike sneakers every time he was representing his school. Be it during practice, a media availability, or a game. However, New Balance was also allowed for events that Duke had nothing to do with, which also included promotions on social media. Remember this as you read further…

On April 17, Duke Men’s Basketball’s official X page shared a customary shot of the 18-year-old where he was seen dribbling. While his agility and athletic form shone the brightest, some eagle-eyed fans also noticed something unusual. Flagg was rocking New Balance in a Duke practice—in a gym on a campus where Nike is king. But, it felt a lot like more than a shoe change. While Flagg is yet to confirm his availability at the upcoming NBA Draft, was it a silent statement that his collegiate days are numbered? Was it just a random shoe selection that got overblown by eager eyeballs?

His freshman season was dominant—he averaged nearly 19 points, 7.5 rebounds, and 4 assists a game. From the moment he stepped onto the court, Flagg separated himself from everyone else. Scouts and executives rapidly started calling him a generational talent, the sort of player who only comes around once every decade or so, comparing him to players like Zion Williamson. As the season wore on, the gap only widened.

Flagg has elite defensive instincts, effortless scoring ability from anywhere on the court and an expansive basketball IQ, and is likely to contribute immediately in the NBA. Analysts compare him to franchise cornerstones, a sentiment given further credence by his 7-foot-plus wingspan and versatility guarding 1 through 5, especially after excelling in the NCAA Tournament.

Still, Duke fans weren’t expecting to start coming to terms with this reality quite this soon.

Fans react to Cooper Flagg’s sneaker change

Hope was still alive among the Duke faithful. Until that photo dropped. Fans noticed the change immediately. “Wearing the New Balance. Not a good sign,” one fan posted. Another added, “Also working out with the NBA Ball.” Subtle? Maybe. But in the world of college basketball, these details don’t go unnoticed—especially not in a Nike-sponsored program like Duke.

For fans, the swoosh is a badge of pride, worn by every Blue Devil star. “Not a good sign” captures fear that Flagg, a generational talent, is already eyeing the NBA, especially with teammate Kon Knueppel declaring for the draft.

But there’s more to the sneaker tale still. The New Balance partnership is meaningful to him beyond basketball. Flagg, who grew up in Newport, Maine, not far from one of the company’s factories, has long felt aligned with the brand. So far as Flagg sees it, the partnership was a natural fit. That meant that when he first took the court in those shoes, it wasn’t just about advertising — it was about self-definition.

Still, that didn’t soften the blow. “Not wearing the college shoes anymore, he gone sadly,” one wrote. Fan’s despair over Flagg ditching Nike’s “college shoes” for New Balance reflects resignation. The sneakers signal he’s outgrown Duke, his $4.8 million NIL valuation marking him as NBA-bound. 

“The New Balance tells you everything you need to know.” The New Balance sneakers are being seen as a clear sign of Flagg’s focus on the NBA. In a Nike stronghold like Duke, his choice feels like a declaration of a fresh change, tied to his Maine roots and five-year deal, confirming he’s ready for the next level.

With every passing hint, the writing appears to be more and more deeper on the wall. Fans are reacting less and less to a footwear change and more and more to the exit of a generational talent.