New Balance wins over Nike in the 2025 NBA Draft.

The American brand signs a contract with Cooper Flagg, a 17-year-old rising star, without him having played a single college basketball game.

In recent years, Nike has proven to be the dominant brand in the NBA, especially when it comes to securing shoe contracts with players selected as the first pick in the draft. Of the last five drafts, Nike secured three of the number one picks. However, New Balance has broken the “Swoosh” brand’s legacy.

Although New Balance holds a smaller market share compared to other brands, the American company boasts several NBA stars, such as Kawhi Leonard, Zach LaVine, and Jamal Murray.

If Cooper Flagg is chosen as the number one pick in the 2025 draft, it would be the first time New Balance signs a player selected as the first pick in the NBA Draft.