NBA Prospect Caleb Wilson is an Overnight Millionaire After Signing New Balance Deal
The college basketball game has changed. Not only are highly touted high school and college hoopers raking in millions of dollars in endorsement deals before they ever lace up for an NCAA game, but they’re not just signing with The Swoosh or Three Stripes.
2026 expected NBA lottery pick Caleb Wilson locked down his sneaker endorsement deal this week, signing a multi-million-dollar contract with New Balance ahead of his arrival at North Carolina to play in a Tarheel uniform. The deal, first reported by ESPN’s Shams Charania, spans multiple years, but the exact timeline and financial details haven’t been released yet.
Wilson, a 6’9” power forward from Atlanta, Georgia, was ESPN’s 5th-ranked player in the 2025 high school class and already made headlines earlier this year when he picked North Carolina over Kentucky for his presumed one and only year in the NCAA. The McDonald’s All-American was named Mr. Georgia Basketball this year and averaged more than 20 points a game on his way to a high school state championship.
If all goes well at UNC and Wilson does end up a 2026 lottery pick, he would join a roster of NBA stars signed to New Balance alongside Kawhi Leonard, Tyrese Maxey, Jamal Murray, and 2025 number one pick Cooper Flagg. Like Flagg, Caleb will not be able to lace up NB basketball products while in college, as UNC has an active deal with Nike and Jordan Brand that expires in 2028. For now, expect to see Caleb appear in campaigns for New Balance and wear the brand’s product off the court.
Zach Harris is a writer based in Philadelphia. His work has appeared in Rolling Stone, Vice, Complex, High Times, and more. He is obsessed with skateboarding and bowling. He is still looking for his first 300. zach.h@soleretriever.com
