Cooper Flagg’s Breakout Season at Duke Puts Spotlight on His Family’s Growing Influence
Duke University freshman forward Cooper Flagg has quickly made his mark, not just through his standout play on the court but also through major endorsement deals. At the same time, his mother, Kelly Flagg, is stepping into her own spotlight, recently landing her first brand partnership.
Cooper’s Rapid Rise and NIL Success
A native of Newport, Maine, Flagg’s talent has propelled him to the forefront of college basketball. In October 2024, he became the first male NCAA basketball player to sign a Name, Image, and Likeness (NIL) deal with Gatorade, joining a lineup of elite athletes including Jayson Tatum and Caitlin Clark. Gatorade’s Jeff Kearney praised him as a rare talent with unlimited potential.
Earlier, Flagg partnered with New Balance, aligning with the brand’s New England roots and family values. He described the deal as personally meaningful, given his own Maine background. These partnerships have significantly raised his NIL value, placing him among the most marketable college athletes in the country.
Kelly Flagg Steps Into the Spotlight
As Cooper’s profile grows, his mother, Kelly Flagg, is carving out a role of her own. In March 2025, she signed an endorsement deal with Dr. Scholl’s to be part of the “Sole Support: Moms of Sports” campaign. Kelly expressed excitement about the opportunity, noting it was a surprise even to her family.
Her involvement comes at a meaningful time, as Cooper dealt with an ankle injury during the ACC Tournament. She reflected on his decision to remain at Duke over the holidays, saying she was proud he felt so at home in college life—even if it left her “mom heart a little bruised.”
A Family Focused on Community Impact
Beyond endorsements, the Flagg family has shown a strong commitment to giving back. In December 2024, they donated $10,000 to the Ronald McDonald House in Durham, NC. They spent time with families there, offering support and comfort during the holidays. Kelly spoke about the importance of continuing that kind of outreach and connection.
What Lies Ahead
As Cooper continues to dominate in his freshman season and eye the NBA, the Flagg family’s story goes beyond basketball. Their mix of personal success, business savvy, and community-minded values offers a glimpse into the new reality of college athletics—where athletes and their families become powerful figures both on and off the court.