New Balance and the Dallas Mavericks Just Signed a Multi-Year Sponsorship Deal

New Balance is best known for its dad shoes and lifestyle line, but over the past few years, the Boston-based sportswear brand has expanded its reach in professional sports, sponsoring everyone from Shohei Ohtani and Josh Allen to Tyrese Maxey and Cooper Flagg. Now, NB’s NBA footprint is expanding with a whole-team deal in a state where everything is a little bit bigger.

Choosin’ Texas

In the same week that we finally saw the true power of Kyrie Irving and Cooper Flagg working together, the Dallas Mavericks announced a new multi-year sponsorship deal with New Balance. Covering everything from co-branded merchandise to community events and in-arena activations, the deal further establishes Flagg as the face of the franchise for the Mavs and New Balance Basketball.

"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, Global Director of Sports Marketing, American Football and Basketball at New Balance. “With Cooper beginning his career here, there’s a natural connection for New Balance to show up alongside him and create meaningful experiences for Mavericks fans.”

Dallas Mavericks New Balance Partnership Details

To celebrate the start of the new chapter for the Mavericks and New Balance, NB is in the middle of hosting a two-day activation outside of the arena during the Mavs’ back-to-back homestand. Kicking off Sunday night, the event continues tonight, November 9, 2026. To keep up with all the latest New Balance Basketball news and drop info, download the Sole Retriever App.

Zach Harris

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. For tips, reviews, and anything in size 10.5 - zach.h@soleretriever.com