Cooper Flagg founds himself in a tricky situation as the Duke Blue Devils star wears Nike shows to his recent basketball game, despite being sponsored by one of the major rivals in New Balance.

The 18-year-old ace has worn Nike trainers throughout the entire NCAA tournament, which is perhaps not what New Balance expected when they penned the emerging star to a new deal.

But there are reasons for why he’s sporting a rival’s products and why New Balance aren’t too bothered by the player’s appearance, although he does admit it is an usual position.

“Well, it’s obviously a tough situation,” Flagg said. “I love New Balance.

“But Duke is with Nike, so we have to do that for now.”

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Why do New Balance not care?

Nike have been affiliated with Duke since 1992, before Flagg was even born, and after back-to-back college basketball titles through Mike Krzyzewski, the partnership has only solidified.

Part of a new contract between the college and the supplier is that all athletes, regardless of their other sponsors, have to wear Nike apparel through until at least the 2027 season whenever they’re on team duties.

This policy is also in place at other colleges. For example, the LSU Tigers’ Flau’jae Johnson is signed to Puma but can also be spotted in Nike whenever she’s representing the Tigers.

New Balance, however, don’t mind. The company formed in Maine, where Flagg is from, know they’re backing a future NBA superstar. Tipped to go first overall in the 2025 Draft, the company sees him as a long-term investment.

Thus, they do not view it as worthwhile trying to challenge Nike and risk putting pressure on the player and his college when their eyes are firmly fixed on the future, when he could even earn his own signature shoe.

Current projections forecast Flagg and New Balance for a huge contract, possibly even in his rookie season, that could potentially rival Zion Williamson’s $75m deal with Nike – highlighting the value New Balance places on him.