Cooper Flagg, a highly-touted 17-year-old basketball player committed to Duke University, has signed a significant multi-year shoe endorsement deal with New Balance. This decision breaks the tradition of Duke athletes opting for Nike and is influenced by his personal connection to the brand, rooted in his hometown of Newport, Maine. Despite the deal, Flagg will continue to wear Nike on the court due to Duke's existing contract with the brand. Opinions on the move are mixed, with some like Gilbert Arenas and Nick Young questioning it, while supporters like Coco Gauff and Cameron Brink welcome Flagg to the New Balance family. The deal underscores the impact of recent changes in NIL rules, allowing college athletes to secure major endorsements.