Cooper Flagg is rewriting NBA history, and he’s doing it in a way that’s turning heads both on and off the court. Imagine a rookie dominating the league while wearing $110 basketball shoes—yes, you read that right. While most young stars lace up in high-priced, flashy sneakers, Flagg is proving that performance doesn’t always come with a premium price tag. But here’s where it gets even more intriguing: his footwear choice isn’t just a budget-friendly statement—it’s a cultural phenomenon in the making.
On Monday night, the Minnesota Timberwolves handed the Dallas Mavericks a 120-96 loss. While the Mavericks are navigating a challenging rebuilding season, their power forward, Cooper Flagg, is having a breakout rookie year that’s impossible to ignore. Flagg dropped an efficient 15 points on the second night of a back-to-back, capping off a historic weekend. The night before, he became the youngest player in NBA history to record 20 points, five rebounds, and five assists without a single turnover in an overtime win against the Portland Trail Blazers. And this is the part most people miss: he’s achieving all of this while wearing the New Balance Hesi Low v2, a shoe that retails for just $110.
Flagg’s Rookie of the Year campaign is gaining momentum, and he’s not just breaking records—he’s becoming the face of a brand that’s challenging the status quo in basketball footwear. The New Balance Hesi Low v2, his shoe of choice, features a full-length FuelCell midsole and a redesigned traction pattern that radiates outward from the ball of the foot. According to New Balance, this lightweight, responsive design is engineered to maximize split-second opportunities and the extra space created by quick cuts, stops, and accelerations—exactly the kind of playstyle Flagg embodies.
But here’s where it gets controversial: In an era where signature sneakers often come with sky-high price tags, Flagg’s partnership with New Balance raises a thought-provoking question: Does elite performance really require a $200+ shoe? Flagg’s success in the Hesi Low v2 suggests otherwise, and it’s sparking conversations about accessibility and value in the sneaker world.
Flagg’s relationship with New Balance began before his NBA journey, when he signed a multi-year NIL+NBA sneaker deal as a freshman with the Duke Blue Devils. Since then, the brand has launched apparel collections and even a player-exclusive shoe inspired by his Maine roots. While he doesn’t have a signature sneaker yet, his influence is undeniable. The New Balance Hesi Low v2 X 'Cooper Flagg' colorway, released on October 22, sold out instantly online and now resells for an average of $211 on StockX. And this is the part that tugs at the heartstrings: Flagg’s design pays homage to his hometown of Newport, Maine, blending his personal story with his on-court identity.
‘I’m taking the next step in my career, but I’m always going to be a product of my hometown in Maine,’ Flagg said in a press release. ‘Working with the New Balance design team on this has been really cool, and it allows me to take a piece of Newport with me as I step onto the court for my first official NBA game.’
As Flagg navigates the highs and lows of his rookie season, one thing is clear: he’s already making history—both on the court and in the sneaker game. But here’s a question to ponder: Is Cooper Flagg’s success in affordable sneakers a game-changer for the industry, or just a one-off phenomenon? Let us know your thoughts in the comments below. For more NBA footwear news and insights, stay locked into Sports Illustrated’s Kicks On SI—your go-to source for all things sneakers in the league and beyond.
