Victoria Hernandez, USA TODAY Tue, October 20, 2026 at 12:02 PM UTC · 2 min read About Our Ads Advertisement Advertisement Advertisement Cooper Flagg famously picked peas as a child to learn about hard work.
The Dallas Mavericks forward and former Duke standout steps into the shoes of a Foot Locker employee as the star of the company's "Hoops Lives Here" campaign. The ad debuts on Tuesday, Oct. 20 ahead of the 2026-27 NBA season tipoff . It shows Flagg wearing New Balance gear and hanging out playing video games in the backroom of a Foot Locker store. He assists an employee in reaching tall shelves, among other comedic moments.
"For me, basketball is everywhere in my life. Whether I'm playing, training, watching games or just spending time with people who love the sport, I'm always connected to it in some way," Flagg said in a statement of how the campaign concept resonates with him, noting, "It celebrates all the different ways basketball is part of our everyday lives and brings together those who share a passion for the game."
The Mavericks open their season on Wednesday, Oct. 21 in a road matchup against Kevin Durant and the Houston Rockets . Flagg will be playing in his second season after being drafted No. 1 overall in 2025 . He averaged 21.0 points, 6.7 rebounds and 4.5 assists en route to earning last season's Rookie of the Year award .
Flagg's ad follows the debut of Foot Locker's "Hoops Lives Here" campaign in May. In the original spot, Payton Pritchard lounges while eating Chinese takeout, Paolo Banchero makes a smoothie, Chet Holmgren gets ready in a mirror and Jewell Loyd prepares to go to sleep all inside a Foot Locker store.
This fall, Foot Locker became the official athletic footwear retailer of the New York Knicks and will help celebrate last year's championship, the team's first title in 53 years . Besides activations and promotions throughout the season, the company will host a one-day Rings 'N' Things pop-up with exclusive merchandise to commemorate the NBA Finals victory.
1. Shai Gilgeous Alexander, Oklahoma City Thunder (Alonzo Adams, Imagn Images) 2. Nikola Jokić, Denver Nuggets (Jesse Johnson, Imagn Images) 3. Victor Wembanyama, San Antonio Spurs (Wendell Cruz, IMAGN IMAGES via Reuters Connect) 4. Luka Doncic, Los Angeles Lakers (Marc Lebryk, Imagn Images) 5. Giannis Antetokounmpo, Miami Heat (Sam Navarro, Imagn Images) 6. Jalen Brunson, New York Knicks (Bill Streicher, Imagn Images) 7. Kawhi Leonard, Los Angeles Clippers (Ronald Martinez, Getty Images) 8. Anthony Edwards, Minnesota Timberwolves (David Berding, Getty Images) 9. Jayson Tatum, Boston Celtics (Winslow Townson, Getty Images) 10. Cade Cunningham, Detroit Pistons (Gregory Shamus, Getty Images) 11. Stephen Curry, Golden State Warriors (Ronald Martinez, Getty Images) 12. Kevin Durant, Houston Rockets (Alex Slitz, Getty Images) 13. Donovan Mitchell, Cleveland Cavaliers (Gregory Shamus, Getty Images) 14. Tyrese Maxey, Philadelphia 76ers (Emilee Chinn, Getty Images) 15. Jaylen Brown, Boston Celtics (Luiza Moraes, Getty Images) 16. Karl-Anthony Towns, New York Knicks (Elsa, Getty Images) 17. Devin Booker, Phoenix Suns (Tyler Kaufman, Getty Images) 18. Tyrese Haliburton, Indiana Pacers (Gregory Shamus, Getty Images) 19. LeBron James, Philadelphia 76ers (Emilee Chinn, Getty Images) 20. Bam Adebayo, Miami Heat (Megan Briggs, Getty Images) 21. Jamal Murray, Denver Nuggets (Scott Taetsch, Getty Images) 22. Jalen Williams, Oklahoma City Thunder (Joshua Gateley, Getty Images) 23. Chet Holmgren, Oklahoma City Thunder (JOSHUA R. GATELEY, Getty Images) 24. Scottie Barnes, Toronto Raptors (Cole Burston, Getty Images) 25. Jalen Johnson, Atlanta Hawks (Kevin C. Cox, Getty Images) 26. James Harden, Cleveland Cavaliers (Sarah Stier, Getty Images) 27. OG Anunoby, New York Knicks (Maddie Meyer, Getty Images) 28. Stephon Castle, San Antonio Spurs (Alex Slitz, Getty Images) 29. Amen Thompson, Houston Rockets (Kenneth Richmond, Getty Images) 30. Pascal Siakam, Indiana Pacers (Maddie Meyer, Getty Images) 31. Cooper Flagg, Dallas Mavericks (Ron Jenkins, Getty Images) 32. Austin Reaves, Los Angeles Lakers (Ezra Shaw, Getty Images) 33. Lamelo Ball, Charlotte Hornets (Joshua Gateley, Getty Images) 34. Paolo Banchero, Orlando Magic (Rich Storry, Getty Images) 35. Kyrie Irving, Dallas Mavericks (Sean M. Haffey, Getty Images) 36. Evan Mobley, Cleveland Cavaliers (Jason Miller, Getty Images) 37. Anthony Davis, Dallas Mavericks (Ronald Martinez, Getty Images) 38. Deni Avdija, Portland Trail Blazers (Christian Petersen, Getty Images) 39. Jalen Duren, Detroit Pistons (Jason Miller, Getty Images) 40. Alperen Sengun, Houston Rockets (Tim Warner, Getty Images) 41. Joel Embiid, Philadelphia 76ers (Mitchell Leff, Getty Images) 42. Franz Wagner, Orlando Magic (Rich Storry, Getty Images) 43. Lauri Markkanen, Utah Jazz (Patrick Smith, Getty Images) 44. De’Aaron Fox, San Antonio Spurs (Alex Slitz, Getty Images) 45. Trae Young, Atlanta Hawks (Jason Miller, Getty Images) 46. Derrick White, Boston Celtics (Maddie Meyer, Getty Images) 47. Dylan Harper, San Antonio Spurs (Alex Slitz, Getty Images) 48. Jaren Jackson Jr., Utah Jazz (Chris Gardner, Getty Images) 49. Rudy Gobert, Minnesota Timberwolves (David Berding, Getty Images) 50. Zion Williamson, New Orleans Pelicans (Sean Gardner, Getty Images) 1 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 1. Shai Gilgeous Alexander, Oklahoma City Thunder (Alonzo Adams, Imagn Images) 1 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 1. Shai Gilgeous Alexander, Oklahoma City Thunder (Alonzo Adams, Imagn Images) 2 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 2. Nikola Jokić, Denver Nuggets (Jesse Johnson, Imagn Images) 3 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 3. Victor Wembanyama, San Antonio Spurs (Wendell Cruz, IMAGN IMAGES via Reuters Connect) 4 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 4. Luka Doncic, Los Angeles Lakers (Marc Lebryk, Imagn Images) 5 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 5. Giannis Antetokounmpo, Miami Heat (Sam Navarro, Imagn Images) 6 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 6. Jalen Brunson, New York Knicks (Bill Streicher, Imagn Images) 7 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 7. Kawhi Leonard, Los Angeles Clippers (Ronald Martinez, Getty Images) 8 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 8. Anthony Edwards, Minnesota Timberwolves (David Berding, Getty Images) 9 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 9. Jayson Tatum, Boston Celtics (Winslow Townson, Getty Images) 10 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 10. Cade Cunningham, Detroit Pistons (Gregory Shamus, Getty Images) 11 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 11. Stephen Curry, Golden State Warriors (Ronald Martinez, Getty Images) 12 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 12. Kevin Durant, Houston Rockets (Alex Slitz, Getty Images) 13 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 13. Donovan Mitchell, Cleveland Cavaliers (Gregory Shamus, Getty Images) 14 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 14. Tyrese Maxey, Philadelphia 76ers (Emilee Chinn, Getty Images) 15 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 15. Jaylen Brown, Boston Celtics (Luiza Moraes, Getty Images) 16 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 16. Karl-Anthony Towns, New York Knicks (Elsa, Getty Images) 17 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 17. Devin Booker, Phoenix Suns (Tyler Kaufman, Getty Images) 18 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 18. Tyrese Haliburton, Indiana Pacers (Gregory Shamus, Getty Images) 19 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 19. LeBron James, Philadelphia 76ers (Emilee Chinn, Getty Images) 20 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 20. Bam Adebayo, Miami Heat (Megan Briggs, Getty Images) 21 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 21. Jamal Murray, Denver Nuggets (Scott Taetsch, Getty Images) 22 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 22. Jalen Williams, Oklahoma City Thunder (Joshua Gateley, Getty Images) 23 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 23. Chet Holmgren, Oklahoma City Thunder (JOSHUA R. GATELEY, Getty Images) 24 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 24. Scottie Barnes, Toronto Raptors (Cole Burston, Getty Images) 25 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 25. Jalen Johnson, Atlanta Hawks (Kevin C. Cox, Getty Images) 26 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 26. James Harden, Cleveland Cavaliers (Sarah Stier, Getty Images) 27 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 27. OG Anunoby, New York Knicks (Maddie Meyer, Getty Images) 28 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 28. Stephon Castle, San Antonio Spurs (Alex Slitz, Getty Images) 29 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 29. Amen Thompson, Houston Rockets (Kenneth Richmond, Getty Images) 30 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 30. Pascal Siakam, Indiana Pacers (Maddie Meyer, Getty Images) 31 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 31. Cooper Flagg, Dallas Mavericks (Ron Jenkins, Getty Images) 32 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 32. Austin Reaves, Los Angeles Lakers (Ezra Shaw, Getty Images) 33 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 33. Lamelo Ball, Charlotte Hornets (Joshua Gateley, Getty Images) 34 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 34. Paolo Banchero, Orlando Magic (Rich Storry, Getty Images) 35 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 35. Kyrie Irving, Dallas Mavericks (Sean M. Haffey, Getty Images) 36 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 36. Evan Mobley, Cleveland Cavaliers (Jason Miller, Getty Images) 37 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 37. Anthony Davis, Dallas Mavericks (Ronald Martinez, Getty Images) 38 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 38. Deni Avdija, Portland Trail Blazers (Christian Petersen, Getty Images) 39 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 39. Jalen Duren, Detroit Pistons (Jason Miller, Getty Images) 40 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 40. Alperen Sengun, Houston Rockets (Tim Warner, Getty Images) 41 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 41. Joel Embiid, Philadelphia 76ers (Mitchell Leff, Getty Images) 42 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 42. Franz Wagner, Orlando Magic (Rich Storry, Getty Images) 43 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 43. Lauri Markkanen, Utah Jazz (Patrick Smith, Getty Images) 44 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 44. De’Aaron Fox, San Antonio Spurs (Alex Slitz, Getty Images) 45 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 45. Trae Young, Atlanta Hawks (Jason Miller, Getty Images) 46 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 46. Derrick White, Boston Celtics (Maddie Meyer, Getty Images) 47 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 47. Dylan Harper, San Antonio Spurs (Alex Slitz, Getty Images) 48 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 48. Jaren Jackson Jr., Utah Jazz (Chris Gardner, Getty Images) 49 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 49. Rudy Gobert, Minnesota Timberwolves (David Berding, Getty Images) 50 / 50 Jokić, Shai or Wemby? Ranking the NBA's 50 best players 50. Zion Williamson, New Orleans Pelicans (Sean Gardner, Getty Images) The new "Hoops Lives Here" ad also shows the growth of the popularity of New Balance. Besides Flagg, the athletic company has Shohei Ohtani, Jamal Murray, Coco Gauff and Bukayo Saka on its roster of athletes.
Shannon Sharpe commented on the growth of the company at ComplexCon earlier this month during a Sneaker of the Year panel.
"It took me a while to get used to New Balance because New Balance used to be, you cut grass in New Balance," he said as the crowd erupted in laughter.
This article originally appeared on USA TODAY: Watch: Cooper Flagg comically helps stock Foot Locker shelves in new ad
Source: Sport
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