‘A Tremendous Opportunity’: Dallas Mavericks Name New Balance Official Footwear And Apparel Partner
DALLAS — The Dallas Mavericks named New Balance their Official Footwear and Apparel Partner on Sunday in a multi-year agreement with the company that sponsors Cooper Flagg. The team did not disclose the length or financial terms of the deal.
Co-branded merchandise, community initiatives, fan experiences, and in-arena activations throughout the NBA season fall under the partnership, according to the team’s announcement. New Balance will also run a two-day fan activation outside American Airlines Center on Sunday and Monday, ahead of back-to-back home games against the Brooklyn Nets and the Indiana Pacers.
Mavericks president Ethan Casson announced the agreement in Sunday’s release. Casson joined the organization in August 2025. On Oct. 28, the team announced he will succeed Rick Welts as chief executive officer on Jan. 1.
“We’re excited to welcome New Balance to the Mavericks family,” Casson said. “As one of the most innovative and respected brands in sports, New Balance brings a tremendous opportunity to build on its partnership with Cooper, while creating unique experiences for our fans and making a meaningful impact throughout the North Texas community.”
Cooper Flagg’s New Balance Deal Dates To August 2024
Before his only season at Duke, Flagg signed with New Balance in August 2024. The agreement started as a name, image, and likeness deal and carried into his professional career. His first game in New Balance shoes came at Summer League in Las Vegas on July 10, 2025, about two weeks after Dallas selected him with the first overall pick in the 2025 NBA Draft, Front Office Sports reported.
Throughout his rookie season, Flagg wore the Hesi Low v2. New Balance released a player-exclusive colorway of the shoe on Oct. 22, 2025, the day the Mavericks opened the regular season. He averaged 21.0 points, 6.7 rebounds, and 4.5 assists in 70 games that year. Flagg won NBA Rookie of the Year.
Off the court, Flagg headlined New Balance’s global campaign for the 950, a lifestyle sneaker that launched July 1. He wears the same shoe in Foot Locker’s “Hoops Lives Here” spot, which the retailer released at the start of this season. New Balance unveiled Flagg’s signature logo in October at an event in Macao, where the Mavericks opened the preseason at the NBA China Games.
Naveen Lokesh, New Balance’s global director of sports marketing for American football and basketball, gave the company’s statement in the same release. The announcement described the agreement as another step in the growth of New Balance Basketball.
“Dallas has an incredible basketball culture, and our relationship with the Mavericks gives us an exciting opportunity to become more connected to that community,” Lokesh said. “With Cooper beginning his career here, there’s a natural connection for New Balance to show up alongside him and create meaningful experiences for Mavericks fans.”
Fan Activation Set For Brooklyn Nets, Indiana Pacers Back-To-Back
Fans at the activation can play interactive games, collect giveaways, and take part in experiences built around New Balance, the Mavericks, and Flagg, according to the team. The release did not list hours for the event.
Sunday’s game against Brooklyn tips off at 6:30 p.m. CT at American Airlines Center. Monday’s game against Indiana is set for 7 p.m. CT. It is one of four home-to-home back-to-backs on the Mavericks’ 2026-27 schedule.
Dallas enters Sunday at 5-4 after a 112-100 win over the Utah Jazz on Friday. Flagg finished that game with 21 points, 10 rebounds, 7 assists, and 3 steals for his second straight double-double. The win moved the Mavericks to 2-0 in NBA Cup group play.
After Monday, the Mavericks leave for a three-game road trip. It opens Thursday against the Minnesota Timberwolves at 7 p.m. CT before stops against the Cleveland Cavaliers on Nov. 14 and the Boston Celtics on Nov. 15.
