In a jaw-dropping move that has sent shockwaves through the sports marketing world, Duke basketball phenom Cooper Flagg has terminated his endorsement contract with New Balance and signed a multi-year, multimillion-dollar deal with global sportswear giant Nike. The decision, confirmed by his agent late Sunday night, comes just eight months after Flagg inked a groundbreaking NIL (Name, Image, and Likeness) agreement with New Balance, which had made him the face of its basketball resurgence.
Sources close to the situation revealed that Flagg’s new deal with Nike is worth a staggering $15 million annually, with bonuses tied to social engagement, signature shoe releases, and future NBA entry. The total value of the contract is rumored to exceed $60 million over four years. Nike’s pitch reportedly included a personalized brand plan, a signature line launch by 2026, and deep integration into their athlete-led campaigns.
The fallout for New Balance has been swift and costly. In less than 12 hours following the announcement, New Balance’s estimated brand valuation dropped by nearly $420 million, with shares in its parent company seeing a sharp dip amid investor panic. Online backlash and speculation about the brand’s future in basketball began trending across platforms, with the hashtag #FlaggOut dominating Twitter and Instagram.
New Balance had banked heavily on Flagg. Their 2024 “Born Ready” campaign featured him alongside Kawhi Leonard and Coco Gauff, positioning him as the next generational face of the brand. Retailers had invested in Flagg-branded apparel, and an entire marketing strategy was structured around his rise at Duke and beyond. Now, that investment appears to have crumbled overnight.
While Flagg’s legal team insists the termination was executed via a negotiated buyout clause—reportedly costing upwards of $8 million—New Balance insiders argue the exit violated terms related to exclusivity and promotion. The company is said to be exploring legal action to recoup damages, citing breach of good faith and reputational harm.
“This blindsided us,” said one executive under anonymity. “We believed in Cooper. We built with Cooper. And now we’re left with warehouses of merchandise and broken contracts with retail partners.”
Flagg has yet to speak publicly on the matter, but his agent released a brief statement saying: “This decision was made in pursuit of a long-term vision for Cooper’s brand and legacy. We appreciate New Balance for their early support, but the future is with Nike.”
The backlash hasn’t been one-sided. Fans are now divided—some praising the move as smart and forward-thinking, while others criticize Flagg for what they call “brand disloyalty.” At Duke, where Nike is the official sponsor, Flagg’s switch will ease branding conflicts, but the timing just ahead of the NCAA Championship has raised eyebrows.
Industry analysts are already calling this one of the most chaotic and costly NIL reversals in college sports history. “It’s rare to see this kind of flip at the highest level,” said sports economist Darnell Ray. “But it’s a wake-up call to brands: star athletes are CEOs now, and loyalty is negotiable.”
As New Balance scrambles to stabilize its image and pivot marketing resources, the real winner—for now—is Nike. With Cooper Flagg under its wing, they’ve reclaimed one of the most electric names in college basketball. Whether the fallout follows Flagg into his NBA future remains to be seen.
