Get ready for an exciting new chapter in the world of basketball and fashion! The highly anticipated debut of Cooper Flagg in the NBA is almost here, and it's bringing a fresh wave of excitement to the court and the sneaker world alike.
In the heart of Las Vegas, at the Mavericks' team hotel, Cooper Flagg envisioned a moment he had been working towards for years. He spoke of the surreal feeling he anticipated for his NBA debut game in October. And now, we're just days away from witnessing this historic event.
But here's where it gets controversial... New Balance, who signed Flagg over a year ago, has been meticulously planning for this moment. They're set to launch Cooper's very first Player Exclusive (PE) sneaker, a move that's sure to spark debates among sneaker enthusiasts and basketball fans alike.
"I'm taking the next step in my career, but my roots will always be in Maine," Flagg said, emphasizing his connection to his hometown.
And this is where the story gets even more intriguing. Inspired by the lush greenery of Maine, Cooper's first retail release with New Balance is a nature-inspired look on the Hesi Low V2. Kevin Trotman, Senior Basketball Product Manager at New Balance, explains, "It captures the essence of Maine with its mosaic green and sea salt details."
Flagg's pride for his home state is evident, but there's more to this story. New Balance's Maine manufacturing facility in Skowhagen holds a special place in Flagg's heart. Growing up in Newport, just a short drive away, Flagg's mother often took him and his brothers to the annual New Balance tent sale for back-to-school shoes. This childhood connection adds a layer of sentimentality to the partnership.
Chris Davis, New Balance President, shares, "Meeting his family, we felt a refreshing sense of humility and strong familial values, which aligned perfectly with our Maine roots."
New Balance officially signed Flagg in June 2024 to a multi-year NIL shoe deal, a move that Davis describes as "inspirational." The advanced timeline allowed them to begin their relationship early and plan ahead.
Once Flagg settled into Duke, a New Balance squad visited him on campus. Inside the iconic Cameron Indoor Stadium, Flagg tested various future models, ultimately choosing the Hesi Low V2 as his favorite. He appreciated the locked-in feel, support, and court feel, especially with its low-top cut for quick movements.
"The Hesi Low provides all three elements in one package," Trotman adds. "Cooper's smooth, timeless playing style aligns perfectly with the shoe."
As Flagg's lone college season progressed, the team worked behind the scenes to bring Maine-inspired themes to life in his first PE design. By the time they met in Las Vegas post-Draft, they had finalized the white and green look.
"We wanted something timeless," Trotman explains. "Something we could look back on in ten years and feel proud of."
Coop represents a new era in basketball, where New Balance has re-established itself as a performance basketball brand after a two-decade hiatus. Davis recalls, "Kawhi Leonard was our ultimate validator. Getting him on board and solidifying our category with authenticity was critical."
With a selective roster of stars, New Balance had Flagg in their sights as a potential brand ambassador. Flagg felt the priority they placed on him during his initial pitch meeting in LA.
"Their vision for me and my brand, being a New England brand, and their culture were deciding factors," Flagg said.
Even before his NBA Draft date, Flagg's signing with New Balance was a strategic move. The brand began marketing plans for "Flagg Day" and his pro journey.
"Any number one pick is inspirational," Davis says. "But Cooper inspires humility, dedication, and team spirit. It's unique for a hyped-up player to inspire such values."
Flagg agrees, "Representing myself on the court, playing hard, and prioritizing winning and team first sends a powerful message."
As New Balance plans for Flagg's rookie season, they anticipate a brand shift. Trotman hints, "In 2026, you'll see a stark difference with New Balance Basketball. From marketing to social media, there will be a clear reset. With Cooper at the forefront, he'll lead the next chapter."
Always present-focused, Flagg's immediate priority is his debut game. He'll be lacing up his white and green Maine-inspired New Balance Hesi Low V2 PEs, a piece of Newport with him on the court.
"Working with the New Balance design team has been incredible," Flagg adds. "It's a special moment."
So, what do you think? Is Flagg's journey with New Balance a step towards a new era in basketball fashion? Or is it just another marketing move? We'd love to hear your thoughts in the comments!
