Cooper Flagg wears New Balance shoes during the 2025 NBA Draft Combine on May 13 at Wintrust Arena in Chicago. Photo: Jeff Haynes/NBAE via Getty Images
New Balance is aiming for new life in its basketball business after signing an endorsement deal with the surefire No. 1 pick in tonight's NBA Draft, Bloomberg reports.
Follow the money: The apparel brand — known more for running shoes than hoops gear — signed basketball phenom Cooper Flagg before he even joined Duke University last year.
He's widely expected to be drafted first tonight by the Dallas Mavericks.
State of play: New Balance hopes to become a top-three athletic wear brand worldwide, but it currently trails Nike, Adidas and Puma.
What to watch for: New Balance plans to "relaunch its basketball business early next year with new products and marketing" — and Flagg "will be a crucial part," Bloomberg reports.
