Helena Frye
Duke University's basketball team, the Blue Devils, has a long-standing exclusive contract with Nike, which was extended in 2017 to last through 2027. This means that all Duke student-athletes must use Nike footwear and apparel during team activities, including practices and competitions. However, individual players on the team may have their own separate endorsement deals with other brands. For example, in 2024, Duke freshman Cooper Flagg, the projected No. 1 pick in the 2025 NBA Draft, signed a deal with New Balance.
| Characteristics | Values |
|---|---|
| Year | 2024 |
| Team | Duke Blue Devils |
| Player | Cooper Flagg |
| Player Height | 6-foot-9 |
| Player Position | Forward |
| Player Ranking | No. 1 in 2025 NBA Draft |
| Company | New Balance |
| Deal Type | Shoe and apparel deal |
| Previous Deal | Nike |
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What You'll Learn
Duke Blue Devils and Nike's contract extension
Duke University's Blue Devils and Nike have shared a long and fruitful relationship since 1992, when the Blue Devils won back-to-back national championships in basketball. In 2017, the two parties agreed to a 12-year contract extension, which will keep Nike as the exclusive supplier of uniforms, footwear, equipment, and merchandise for the Blue Devils through 2027.
The contract extension signifies a long-term agreement that will provide cutting-edge product innovation and significant financial resources, enhancing the student-athlete experience both on and off the basketball court. Duke Athletic Director Kevin White and Nike's North American President, Joaquin Hidalgo, both commented on the shared values and commitment to excellence and innovation that underpin the partnership.
While the Blue Devils have been loyal to Nike for decades, one of their top freshman basketball players, Cooper Flagg, chose to sign an NIL shoe deal with New Balance in 2024. Flagg, who is projected to be the No. 1 pick in the 2025 NBA Draft, has a personal connection to the brand, as he grew up just 25 miles from their manufacturing plant in Maine. Despite his individual deal with New Balance, Flagg will still wear Nike shoes and gear while playing with the Blue Devils.
In addition to their contract with Nike, the Duke Blue Devils also recently agreed to a six-year contract extension with coach Jon Scheyer, keeping him with the team through the 2028-2029 college basketball season. With a strong coach and continued support from Nike, the Blue Devils are poised for success in the coming years.
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Cooper Flagg's New Balance deal
Duke University's basketball team, the Blue Devils, has a long-standing exclusive contract with Nike, which was extended in 2017 and is set to last until at least 2027. Under the terms of the deal, all Duke student-athletes are required to wear Nike footwear and apparel during team activities, including practices and competitions.
Despite this, Duke freshman forward Cooper Flagg, the projected No. 1 pick in the 2025 NBA Draft, has signed a significant shoe and apparel endorsement deal with New Balance. The deal, announced in August 2024, will make Flagg one of New Balance's signature athletes, likely including a signature shoe. Flagg joins Kawhi Leonard, Jamal Murray, and WNBA rookie Cameron Brink as one of New Balance's basketball headliners.
Flagg's decision to sign with New Balance is rooted in his personal connection to the brand and its roots in his home state of Maine. He grew up just 25 miles from New Balance's Skowhegan manufacturing facility, and the brand's focus on growth in basketball, along with shared values and history, appealed to him. In a statement, Flagg expressed his excitement about joining the New Balance family and helping to grow the brand with young athletes.
This deal marks a significant milestone for Cooper Flagg and New Balance, with Flagg becoming only the second college athlete to have their own signature shoe deal, following Connecticut women's star Paige Bueckers' deal with Nike in 2023.
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Nike's prominent standing in basketball
Duke University's basketball team, the Blue Devils, have a long-standing exclusive contract with Nike. The two parties agreed to a 12-year extension in 2017, continuing their relationship until at least 2027. As per the terms of the deal, Nike is the exclusive supplier of uniforms, footwear, equipment, and merchandise for the team. Duke athletic director Kevin White and Nike's North American president, Joaquin Hidalgo, both acknowledged the fruitful and innovative nature of the partnership.
Nike has a prominent standing in basketball, with many teams and athletes choosing to partner with the company. The brand is known for its cutting-edge product innovation and significant financial resources, which enhance the student-athlete experience both on and off the court. In addition to its contract with Duke, Nike has also signed deals with other notable basketball athletes, such as Connecticut women's star Paige Bueckers, who became the first college athlete with her own signature shoe deal with the brand.
Nike offers a wide range of basketball shoes for both men and women, featuring various colors, styles, and price points. The brand sponsors and collaborates with several prominent basketball players, such as LeBron James, Giannis Antetokounmpo, and Zion Williamson, to name a few.
The company has established itself as a leader in sportswear and equipment, with a strong presence in the basketball community. Nike's standing in the sport is evident through its long-term partnerships with renowned teams like Duke University, as well as its endorsements from top players in the league.
While Nike dominates the market, other brands are also making their mark. Duke freshman Cooper Flagg, the projected No. 1 pick in the 2025 NBA Draft, recently signed a deal with New Balance. This move by New Balance, along with Adidas' signing of 15 female college athletes in 2022, showcases the growing competition in the basketball footwear and apparel market. Despite this, Nike maintains its prominent position through its longstanding relationships and continuous innovation in the sport of basketball.
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Kyrie Irving's signature Nike line
Duke University's basketball team, the Blue Devils, have a contract with Nike to exclusively supply their uniforms, footwear, equipment, and merchandise. This deal was extended in 2017 and is set to last until at least 2027.
Kyrie Irving, a former NBA player for the Brooklyn Nets and the Cleveland Cavaliers, had a signature shoe line with Nike. Irving was the fourth player in Nike's history to create his own signature shoe line, signing a deal when he was just 22 years old.
The Kyrie 1, released in 2014, was the first shoe in the line. It featured responsive cushioning thanks to Nike Zoom Air technology and an impressive grip with a 360-degree traction pattern. The shoe was designed by Nike Basketball Footwear Design Director Leo Chang and featured a dynamic mix of black, white, bright crimson, and anthracite. It was nicknamed "Dream" as a nod to Irving's realisation of his dream to play in the NBA.
The Kyrie line continued to evolve, with the Kyrie 2 in 2015 featuring an updated look inspired by motorcycle tires, and the Kyrie 3 in 2016 offering new features such as traction pods and Flywire cables. The Nike Kyrie Low and Nike Flytrap series added diversity to the line, with different materials and designs.
In 2019, Nike launched the Kyrie x SpongeBob SquarePants collection, featuring loud, expressive colours invoking the characters from the TV series. The Kyrie Infinity, released in 2023, appears to be the final chapter in the Nike and Kyrie partnership, as the two sides have mutually decided to part ways.
Irving has since signed a five-year deal with Chinese brand ANTA, releasing his first signature shoe with the brand, the ANTA KAI 1.
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Duke players' preference for Nike models
Duke University's basketball team, the Blue Devils, has a long-standing exclusive contract with Nike, which was extended in 2017 to last until at least 2027. This contract makes Nike the exclusive supplier of uniforms, footwear, equipment, and merchandise for the team.
Duke basketball players have demonstrated unique preferences for certain shoe types within the Nike brand. Players may choose lighter models for speed or supportive designs for stability. For example, former Duke player Paolo Banchero, the first overall pick in the 2022 NBA Draft, preferred high-top models that offer ankle support. This choice reflects a trend among players who prioritize both aesthetics and performance during games. Other popular Nike models among Duke players include the Nike Air Zoom Freak and the LeBron line.
The strong affiliation between Duke University and Nike has resulted in specific players being given signature shoes tailored to their style and performance needs. The traction pattern in Nike's basketball shoes allows players to pivot quickly and maintain balance, enhancing their performance on the court.
While Nike is the exclusive supplier for the Duke Blue Devils, individual players are free to sign their own endorsement deals with other brands. For example, Duke freshman Cooper Flagg, the projected No. 1 pick in the 2025 NBA Draft, signed a deal with New Balance in 2024. Flagg cited his personal connection to the brand, as he grew up near a New Balance manufacturing plant, and he will likely have his own signature shoe with the company.
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Frequently asked questions
Nike has an exclusive contract with Duke University to provide uniforms, footwear, equipment, and merchandise to all Duke student-athletes.
Nike and Duke initially signed their contract in 1992 and extended it in 2017 to last through 2027.
New Balance signed a shoe deal with Duke basketball player Cooper Flagg in 2024.
Cooper Flagg is a Duke basketball freshman and the projected No. 1 pick in the 2025 NBA Draft.
Kyrie Irving, a former Duke star, has his signature line with Nike.
