Duke is a Nike stalwart. Cooper Flagg signed with New Balance. Which shoe will he wear?

Though Duke’s relationship with Nike goes back decades, standout Blue Devils freshman Cooper Flagg chose another shoe company for an NIL deal.

New Balance announced Monday it had signed Flagg, a 6-9 freshman projected to be the No. 1 pick in next year’s NBA Draft, to an endorsement deal.

“Cooper adds so much to our basketball roster, and we’re thrilled to welcome him to the New Balance family,” Naveen Lokesh, New Balance head of basketball sports marketing, said in a statement. “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.”

Despite this deal, which will have Flagg appearing in New Balance advertisements and other marketing initiatives, he’ll still wear Nike shoes and gears while playing with the Blue Devils this season, per a statement released by Duke athletics.

“All Duke student-athletes, are required to wear Nike footwear and apparel for any team activities,” the statement said, “including all practice and competition, per the agreement with Nike.”

Flagg played the Nike EYBL circuit for Maine United before committing to Duke and signing with the Blue Devils last year. He arrived on campus this summer and is already considered a top national player of the year candidate even though he’s yet to play a college game.

He’s sticking with his upbringing in Maine to sign with New Balance, which is headquartered in Boston. Flagg’s hometown of Newport, Maine, is 25 miles from a New Balance’s Skowhegan manufacturing facility. Like many Maine families, the Flaggs went to the annual tent sale at the factory each year to purchase backpacks and shoes for the new school year.

“I grew up wearing New Balance, and I appreciate their authentic connection to my community,” Flagg said in a statement. “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.”

New Balance plans to have Flagg help market its products, “lifestyle extensions and community initiatives, focusing on programs giving back to young athletes.”

Flagg joins NBA players like Kwahi Leonard, Jamal Murray, Zach LaVine, Tyrese Maxey and Darius Garland, along with WNBA player Cameron Brink, in the New Balance stable of athlete endorsers.

Duke opens its season Nov. 4 at home against Maine at Cameron Indoor Stadium. The Blue Devils will have their Blue-White scrimmage as part of Countdown to Craziness on Oct. 4. Duke also has exhibitions scheduled with Lincoln (Pa.) on Oct. 19 and Arizona State on Oct. 27 at Cameron.

Flagg is one of six freshmen on this season’s Duke roster. Five of the players were rated as top-20 recruits in the class, giving Duke the nation’s No. 1 recruiting class.