Cooper Flagg’s meteoric rise in college basketball has been nothing short of extraordinary. In just one season at Duke University, the 18-year-old phenom from Newport, Maine, not only dominated the hardwood but also redefined the financial landscape for college athletes. With a staggering $28 million in Name, Image, and Likeness (NIL) earnings, Flagg’s story is a testament to the evolving intersection of sports, commerce, and collegiate athletics.
Upon his arrival at Duke, Flagg was heralded as a generational talent. Standing at 6-foot-9, his versatility allowed him to impact every facet of the game. Throughout the 2024–2025 season, he led the Blue Devils in points, rebounds, assists, steals, and blocks, averaging 21.2 points, 7.1 rebounds, and 4.4 assists per game . His performance was instrumental in Duke’s success, propelling them to the Final Four and earning him the National Player of the Year award.
Off the court, Flagg’s marketability skyrocketed. In a groundbreaking move, he became the first men’s college basketball player to sign an NIL deal with Gatorade . This partnership was just the beginning. He also secured a $13 million endorsement with New Balance and a $15 million deal with Fanatics, among other lucrative agreements . These ventures not only bolstered his financial standing but also set a new precedent for future college athletes
Despite his immense success, Flagg remained grounded. He expressed a desire to return to Duke for another season, citing his love for the college experience and the support of his close-knit community . However, the allure of the NBA was undeniable. Projected as the No. 1 overall pick in the 2025 NBA Draft, Flagg faced a pivotal decision: stay in college and potentially risk injury or enter the professional realm and secure long-term financial stability
Duke’s legendary coach, Mike Krzyzewski, weighed in on the matter, emphasizing the importance of making a decision that would ensure “generational wealth” . He acknowledged the complxities involved but ultimately supported Flagg’s choice, understanding the unique opportunities that awaited him.
As Flagg prepares to embark on his NBA journey, his legacy at Duke is firmly cemented. He not only redefined what is possible for college athletes in terms of performance and earnings but also highlighted the evolving nature of college sports in the modern era. Cooper Flagg’s story is a beacon for aspiring athletes, showcasing the potential to excel both on the court and in the marketplace.
