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[Jolly Sports News] On his show, Gilbert Arenas discussed Cooper Flagg’s new deal with New Balance and speculated why Nike didn’t pursue him. Arenas suggested that had Nike approached Flagg, they likely would have signed him, but they categorized him alongside big men like Nikola Jokic and Joel Embiid, whom they typically don’t prioritize for deals.
“People were surprised Flagg didn’t sign with Nike,” Arenas said. “If Nike wanted him, New Balance couldn’t have kept him. But he falls into the same category as Jokic and Embiid—Nike doesn’t go after big men like that.”
However, Arenas’ claim isn’t entirely accurate. Nike has signed prominent big men like Giannis Antetokounmpo and stars like Zion Williamson and Paolo Banchero through Jordan Brand, a Nike subsidiary, proving size isn’t a disqualifier.
Nike’s decisions are often based on marketability and star power, not just size. Perhaps Nike felt Flagg wasn’t a fit for their brand, allowing New Balance to step in and secure him as a potential successor to Kawhi Leonard as the face of their brand.
Nike’s influence in basketball has been dominant for decades, signing legends like Kobe Bryant, LeBron James, and Kevin Durant.
They also became the NBA’s official gear sponsor in 2017 and provide jerseys for Team USA. Some, like Jaylen Brown, who is signed with Adidas, have suggested Nike’s influence extends beyond sponsorship, hinting that the brand may play a role in key basketball decisions, although this has never been confirmed.
