Cooper Flagg, USC’s Branch Brothers Sign With New Balance, Jordan Brand
By Darian Kelly
Last Updated on September 2, 2024
New Balance and Air Jordan have recently been in the spotlight for signing college athletes to promote their brands through name, image, and likeness agreements. New Balance entered a partnership with Duke’s freshman sensation Cooper Flagg, while Air Jordan welcomed USC wide receiver Zachariah Branch along with his brother Zion Branch into their lineup of NIL-sponsored athletes. These significant partnerships showcase how these brands expand their presence in the NIL arena and significantly impact the college sports scene.
New Balance Signs Cooper Flagg
Flagg is the most highly-touted freshman basketball player entering the 2024 collegiate basketball season. His awards include Gatorade National Player of the Year and Naismith Player of the Year. With New Balance, Flagg can participate in market campaigns and collaborate with the brand on lifestyle projects and community initiatives, focusing on youth sports.
“Cooper adds so much to our basketball roster, and we’re thrilled to welcome him to the New Balance family,” said Naveen Lokesh, Head of Basketball Sports Marketing. “He is a force to be reckoned with on the court, and we look forward to building our relationship as he grows the game and supporting him in all his endeavors.”
Some question the decision for the All-American to join New Balance, given that Duke is a Nike-sponsored school. Flagg grew up 25 miles from New Balance’s Skowhegan factory, where his mother would take him and his brothers for the annual tent sale. The family picked out their shoes and school backpacks in Skowhegan, establishing a personal connection to the brand long before this partnership.
“I grew up wearing New Balance and appreciate their authentic connection to my community, Flagg said. “The focus and growth of the brand in basketball and our shared values and history drew me in. From day one, it was clear that this would be a family-like partnership. I’m so excited to join this family and help them grow the category with young athletes.”
By joining New Balance, Flagg joins a star-studded roster that includes NBA standouts Kawhi Leonard, Jamal Murray, Zach LaVine, Tyrese Maxey, and rising WNBA star Cameron Brink.
Air Jordan Signs Zachariah Branch & Zion Branch
Jordan Brand added two USC football players, Zachariah Branch, and his brother Zion Branch, to its growing NIL roster. Jordan Brand continues to find ways to innovate and align itself with some of the best talent under the Jumpman. The Branch brothers have made history by joining forces with Jordan Brand in a unique collaboration outside their Nike-sponsored college at USC.
This alliance is essential for Jumpman as it connects them with two standout college athletes from the recently expanded Big Ten conference, significantly boosting the brand’s exposure and reach. In his year of college football, Zachariah Branch was a top returner recognized nationally for his talent. On the other hand, Zion Branch is aiming to make a strong comeback this season following injury setbacks.
“It’s a huge blessing,” Zachariah Branch said in an interview. “It’s just an honor to be chosen since there’s only a select few that go through this with Jordan Brand. We’re making history. … Jordan is the standard; he’s greatness. We’re excited about it and super grateful for the opportunity.”
The Branch brothers recently teamed up with Jordan Brand, joining standout college athletes Kiki Rice from UCLA, Mikaylah Williams from LSU, and Kiyomi McMiller from Rutgers. This move strengthens Jordan Brand’s efforts to expand its influence in sports, achieving new levels of success both on and off the playing surface.
