Andrew Rizzo New Balance just proved how much it believes in Cooper Flagg to become the future face of its basketball category. The Boston brand today announced a multi-year agreement with the Dallas Mavericks to become the franchise’s official footwear and apparel provider, bringing together a sneaker brand and a team with equally high hopes for the future.
This obviously doesn’t mean every Dallas Maverick is all of a sudden a New Balance athlete, but fans will notice the deal in other ways, namely experiences, co-branded merchandise, community initiatives, and in-arena activations. Perhaps we might see the Mavs’ coaching staff rocking New Balance sneakers courtside, who knows.
The deal is a pretty obvious move to capitalize on the ascension of former #1 overall pick and Rookie of the Year Cooper Flagg, the guy who, with respect to Tyrese Maxey, looks every bit the part of the future face of New Balance Basketball. The dynamic two-way threat has thus far starred in campaigns for both non-signature New Balance hoops shoes and lifestyle offerings. He first joined the roster as an NIL signee at Duke, and all indications are we’ll get the first Cooper Flagg signature shoe in the near future, maybe as soon as this season.
New Balance is kicking off the partnership with a two-day fan activation outside American Airlines Center from November 8th to 9th, prior to back-to-back home games. Fans can take part in interactive games, giveaways, and experiences celebrating New Balance, the Mavericks, and Flagg.
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