The landscape has shifted for top college athletes.

Duke’s freshman standout Cooper Flagg is ready to capitalize on these changes.

Considered a strong contender for the top selection in the 2025 NBA draft, Flagg has officially partnered with Gatorade, as noted in a Tuesday announcement. He becomes the first male college basketball player to team up with the renowned performance and wellness sports drink brand.

“This is a significant opportunity for me as someone who grew up in a family that has always consumed Gatorade,” Flagg mentioned, referring to his upbringing where his brothers enjoyed the drink daily. “Creating a bond with a brand that values excellence and integrity really resonates with me.”

Following this announcement, Flagg signed a deal with New Balance for athletic apparel, a brand that has deep connections and factories in his home state of Maine.

He has been thoughtful and strategic in his partnership choices, all before he even hits the court for his first college game.

Flagg arrived at Duke, North Carolina as the most anticipated freshman since Zion Williamson. He received accolades as the national high school player of the year, including the Gatorade player of the year, after an impressive senior year at Montverde (Florida) Academy, where he averaged 16.5 points, 7.5 rebounds, 3.8 assists, 2.7 blocks, and 1.6 steals while shooting 55.1% from the field.

Duke enters the season as the favorite to win the ACC, with Flagg playing a significant role alongside other projected first-round picks, including freshmen Khaman Maluach and Kon Knueppel, as well as returning NBA prospects, seniors Tyrese Proctor and freshman Isaiah Evans.

In recent exhibition games, Flagg showcased his skills with 22 points and six assists against Lincoln University, and he added nine points, four rebounds, and three assists in a win over Arizona State. The Blue Devils will kick off their season against Maine Monday at Cameron Indoor Stadium (7 p.m. ET, ACC Network).

“The transition to this level of basketball is quite significant,” Flagg expressed. “Every freshman experiences a range of challenges, including adapting to new surroundings, fresh dynamics, and heightened physicality.”

“I’m taking it step by step, and having experienced teammates guide me has been invaluable. It’s important to navigate the tough days while staying focused and improving,” he added.

Flagg’s reputation skyrocketed in July when he competed for the U.S. select team, practicing and scrimmaging against the U.S. Olympic team. Notably, he was the sole teenager and non-professional player on the squad, making a strong impression on both coaches and Olympians.

During a media-accessible scrimmage in Las Vegas, Flagg impressively drained a 3-pointer over All-NBA Defense star Anthony Davis, followed by an and-one put-back against another All-Defense player, Bam Adebayo. He also landed a three-pointer against Davis and followed up with a turnaround jumper over Jrue Holiday, who likewise made the All-Defense team.

Amid the attention surrounding him and his squad, Flagg is determined to stay grounded.

“This team is highly competitive, and we motivate one another daily. Improving together is essential,” he said. “My main focus is to remain centered and foster strong connections with my teammates while letting everything else fall into place.”