The game has changed for elite college athletes.
Duke freshman Cooper Flagg was prepared to take advantage.
The projected No. 1 pick in the 2025 NBA draft, Flagg has reached an NIL (name, image and likeness) deal with Gatorade, it was announced Tuesday, making him the first men’s college basketball player to join the performance and wellness sports drink company.
‘For me it was a huge opportunity coming from a family that drank Gatorade pretty much my whole life,’ said Flagg, a versatile 6-9 guard-forward. ‘I grew up with my brothers drinking Gatorade almost every day. So I think having that kind of connection and then just aligning myself with the brand that is very high level and about the right stuff and does it the right way.’
This announcement follows Flagg’s decision to sign an athletic apparel deal with New Balance, which has deep roots and manufacturing plants in Flagg’ home state of Maine.
He has made deliberate and strategic partnership choices and all before he has played one college basketball game.
Flagg arrived in Durham, North Carolina as the most celebrated freshman since Zion Williamson. He was the national high school player of the year (including the Gatorade player of the year) following a senior season at Montverde (Florida) Academy in which he averaged 16.5 points, 7.5 rebounds, 3.8 assists, 2.7 blocks and 1.6 steals and shot 55.1% from the field.
Duke is the preseason favorite to win the ACC, and Flagg, who doesn’t turn 18 until Dec. 21, is a major reason why in addition to a roster that features at least two other projected first-rounders, freshmen Khaman Maluach and Kon Knueppel, and projected NBA players, senior Tyrese Proctor and freshman Isaiah Evans.
Flagg had 22 points and six assists in an exhibition victory against Lincoln University and had nine points, four rebounds and three assists in an exhibition victory against Arizona State. The Blue Devils open the season against Maine Monday at Cameron Indoor Stadium (7 p.m. ET, ACC Network).
‘There’s a huge adjustment as far as the level of basketball goes,’ Flagg said. ‘And obviously speaking for any freshman in the country playing basketball, there’s a lot of ups and downs that come with it. It’s a new environment, new scenarios, new players. The physicality is just at a different level.
‘So just kind of taking it day by day, having some older guys give me advice to take me under their wing has been really big for me. And just coming through some of the down days and trying to just keep looking forward, keep my head up, and just trying to keep, get better.’
Flagg was a well-known high school player, and his prominence soared in July when he played for the U.S. select team which practiced and scrimmaged against the U.S Olympic team. Flagg was the only teen and only non-professional on the team, and he left an impression with coaches and Olympians.
In a scrimmage open to the media in Las Vegas, Flagg made a 3-pointer over All-NBA Defense selection Anthony Davis and on the next possession, he had a put-back plus an and-one over Bam Adebayo, another All-Defense performer. He also connected another 3-pointer against Davis and connected on a short turnaround jumper over Jrue Holiday – you guessed it – an All-Defense selection last season.
Flagg is doing his best to remain in the present as attention surrounds him and the Blue Devils.
‘We have a really competitive team and so we’re pushing each other every single day, so helping each other get better is something that’s going to happen,’ Flagg said. ‘For me, the biggest thing is just trying to focus and stay grounded and stay connected with all my teammates and just let everything else figure yourself out.’