New Balance is taking another major step in its basketball expansion.
The Dallas Mavericks announced Sunday, November 8, that New Balance has signed a multi-year agreement to become the franchise’s official footwear and apparel partner.
The partnership brings together the NBA franchise and a brand that has steadily increased its presence in basketball through athlete endorsements, performance footwear and signature player collaborations.
The agreement will create opportunities for fans to connect with both organizations through co-branded merchandise, community initiatives, fan experiences and in-arena activations throughout the NBA season.
Cooper Flagg Connection Helps Drive Partnership
One of the most natural connections between the two organizations is Mavericks forward Cooper Flagg.
Flagg has been a New Balance athlete since 2024, initially signing with the company before beginning his college career at Duke. His relationship with the brand has continued into the NBA, where he represents one of the central figures in New Balance’s basketball ambitions.
The Mavericks see the agreement as an opportunity to build on that existing relationship while introducing more fans to New Balance Basketball.
“We’re excited to welcome New Balance to the Mavericks family,” Mavericks president Ethan 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.”
New Balance also views Dallas as an important market for connecting with basketball fans.
“Dallas has an incredible basketball culture, and our relationship with the Mavericks gives us an exciting opportunity to become more connected to that community,” said Naveen Lokesh, New Balance’s Global Director of Sports Marketing, American Football and Basketball.
New Balance Plans Fan Experiences in Dallas
The partnership is already getting a public introduction.
New Balance is hosting a two-day fan activation outside the Mavericks’ home arena on November 8 and 9, ahead of back-to-back home games.
The activation includes interactive games, giveaways and experiences celebrating New Balance, the Mavericks and Cooper Flagg.
Fans can also expect opportunities to engage with the partnership through co-branded merchandise and additional in-arena experiences throughout the NBA season.
What This Means for New Balance Basketball
The Mavericks agreement represents another important development in New Balance’s basketball strategy.
Rather than relying exclusively on individual athlete partnerships, the company is creating additional connections with NBA fan bases through established franchises.
With Cooper Flagg representing the brand in Dallas, New Balance has an opportunity to connect its basketball footwear and apparel offerings with one of the league’s most recognizable young talents.
Financial terms and the specific length of the multi-year agreement were not disclosed.
One thing is clear: New Balance wants a bigger presence in basketball, and Dallas is now part of that plan.
Sneaker Shop Talk question: Could this partnership eventually produce exclusive New Balance Mavericks merchandise or special Cooper Flagg-inspired releases? That’s something sneaker fans will want to watch.
