The Dallas Mavericks have a new footwear and apparel partner: New Balance has signed a multi-year agreement with the team, the club announced Sunday. The deal’s length and financial terms were not disclosed. Cooper Flagg, whose relationship with the brand predates his arrival in Dallas, is a prominent part of the partnership’s story.
The agreement is intended to help grow New Balance Basketball and create new ways for fans to engage with Flagg, according to the Mavericks’ announcement. The plans include co-branded merchandise, community initiatives, fan experiences and in-arena activations during the NBA season, according to Dallas Sports Journal.
Mavericks president Ethan Casson said the agreement builds on the team’s connection with Flagg and gives the club a chance to create fan experiences and “make a meaningful impact.” He welcomed New Balance to the Mavericks, according to the report.
Fan Events Scheduled Around Two Home Games
New Balance plans a two-day fan activation outside American Airlines Center on Sunday and Monday, ahead of the Mavericks’ home games against the Brooklyn Nets and Indiana Pacers. The events are set to feature interactive games, giveaways and other activities tied to the brand, the team and Flagg, Dallas Sports Journal reported.
New Balance representative Naveen Lokesh said the partnership offers the company a way to connect with Dallas basketball fans. He also pointed to Flagg’s place on the Mavericks as a natural link between the team and the brand.
Flagg’s New Balance Relationship Predates Dallas
Flagg signed with New Balance in August 2024, initially through an NIL arrangement that became a sneaker contract before his freshman season at Duke, according to Sports Illustrated. The brand has ties to Flagg’s home state of Maine. In October, it introduced a signature mark combining his initials with a tree motif, a reference to his roots, as reported by Sports Business Journal.
Flagg has appeared in several New Balance marketing campaigns during and after his Rookie of the Year season, Sports Illustrated reports. Last October, on the day Dallas opened its regular season, the company released a Flagg-themed player-exclusive Hesi Low v2 colorway. Sports Illustrated reported that the shoe sold out quickly after going on sale and covered its debut.
How the Deal Fits New Balance’s Basketball Push
The Mavericks’ team-level partnership does not change the NBA’s leaguewide uniform arrangement: according to the NBA, Nike remains the exclusive on-court uniform and apparel provider through 2037. The Mavericks agreement sits within a broader New Balance basketball effort. Sports Business Journal reported that the brand had seven NBA endorsers rotating among four performance shoe models.
The partnership brings New Balance into the Mavericks’ fan and community programming as the company continues to build its basketball presence alongside Flagg.
