Could Cooper Flagg be more hype than hope? Sure, but he could be new face of NBA | Opinion

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If I were to compile a list of the top ten players in the NBA today, I would include: Giannis Antetokounmpo, Anthony Edwards, LeBron James, Jayson Tatum, Shai Gilgeous-Alexander, Stephen Curry, Luka Doncic, Nikola Jokic, Donovan Mitchell, and Kevin Durant.

Each player brings a unique flair and electrifying talent to the court.

As the NCAA men’s basketball tournament was narrowing down to the Final Four, I was discussing Duke’s star freshman, Cooper Flagg, with my friends. I had the opportunity to watch him play during the tournament, curious to see if he lives up to the lofty expectations.

Throughout his time at Duke, he has demonstrated flashes of sheer dominance that hint at his potential. However, the question lingers: will this “one-and-done” player’s skills translate into a storied career as a multiple-time NBA All-Star, or will it remain just a tantalizing promise?

Sure, Flagg missed a potentially game winning shot in a Final Foul meltdown against Houston Saturday night, but his potential was on display throughout the tournament. There was also a controversial foul called against him.

The NBA, too, is no doubt keenly observing Flagg’s evolution, as the league longs for a groundbreaking star capable of stepping into the limelight. With national TV ratings dropping by 5% year-over-year as of February, the urgency for a fresh, transformative figure has never been more palpable.

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One can only imagine the NBA's hopes that Flagg could spark a resurgence similar to the one ignited by Indiana Fever guard Caitlin Clark, who revitalized the WNBA upon her entry just last season. Her impact significantly boosted the league's popularity and viewership, resulting in record attendance and a flurry of coverage.

Suppose Flagg can harness the immense potential? In that case, he might not only elevate the league into a thrilling new era but also evolve into the defining face of the NBA for years to come, captivating fans and reshaping the very fabric of basketball.

Flagg has potential to be generational talent like LeBron James​


At just 18 years old and tipping the scales at 205 pounds, Flagg embodies the essence of a “do-it-all” player, drawing comparisons to the legendary Scottie Pippen from his days with the Chicago Bulls. Flagg also shares similarities with Clark. Both entered college with high expectations and solid reputations as top high school prospects. Their success attracted a large fan base that eagerly follows their college careers.

He was the consensus top prospect in the 2024 high school basketball class. On Friday, he was named the AP Men’s College Basketball Player of the Year, becoming only the fourth freshman to earn this recognition.

He is averaging 18.9 points per game, 7.5 rebounds, and shooting an impressive 48.3% from the field. When the season concludes, he is projected to take his talents to the NBA as the top pick in the 2025 NBA Draft.

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When Flagg is selected as the No. 1 pick, I believe he will become one of the most marketable players to enter the league since the legendary LeBron James. Similar to Clark, the issue of race has crept into the conversation with some commentators calling Flagg the best white American player since Larry Bird.

“Cooper Flagg has already proven to me that he’s the best white American player since Bird,” sports commentator Skip Bayless said on his weekly podcast, “The Skip Bayless Show.” “We haven’t seen anything like Cooper Flagg in the 30-plus years since Larry Bird retired."

I don't think there's much doubt Flagg will establish himself on the same level of Bird, who played for the Boston Celtics. The NBA has the highest percentage of African American players among all major professional sports leagues in the United States and Canada.

As of February, the league's demographic breakdown for players was 78.3% Black, 19% white, 1.8% Hispanic, and 0.8% Asian.

My list of the best talent in the NBA right now included players who are Black. If I asked you to list the top 10 white American born players currently in the league, it might be challenging. I was discussing this with my friends, and after naming Wisconsin's own Tyler Herro as well as Austin Reaves, Chet Holmgren, and Payton Pritchard, it became difficult to continue.

You could consider including Alex Caruso, Donte DiVincenzo, Christian Braun, Walker Kessler, T.J. McConnell, and Kevin Love to complete a top ten list; however, none of these players are the best on their respective teams.

How eager will fans be for Flagg to dominate the league? We will quickly get a sense by how fast his jerseys fly off the shelf. The discussion about race misses the point about the 6’9” point forward's immense talent and ability to transform the game.

Flagg could be the face of the NBA in three years​


The NBA needs Flagg to be successful because the league is looking for the next star to take over the mantle. When I first immersed myself in the NBA during the 1980s, two colossal figures dominated the league: the dazzling Magic Johnson of the Los Angeles Lakers and the relentless sharpshooter Bird.

I must confess, I was captivated by Magic's exuberance, his dazzling passes, and infectious smile that lit up the court. While I admired Bird’s incredible shooting prowess, the Celtics represented everything that was the antithesis of the glitzy Showtime era in Los Angeles.

This intense rivalry sparked a passionate connection among fans, each side rallying behind their champions.

The Lakers and Celtics were more than just basketball teams; they were dynasties, celebrated for their championship banners and rich legacies. The fierce rivalry between Magic Johnson and Larry Bird began in their college days.

It intensified during their professional encounters, suggesting a deep-seated animosity that made their battles must-see TV. As a young fan, I could sense that their rivalry also carried racial undertones, reflecting a significant chapter in America’s history during a time when racial injustices were prevalent in housing, employment, and the criminal justice system.

The league capitalized on this rivalry off the court, featuring the two stars in a Converse commercial that fueled the ongoing debate over who was the better player. As they grew older, Michael Jordan and the Chicago Bulls took center stage in the 1990s, dominating the league like rock stars. The commercial led to the two personalities becoming real-life friends.

In the 2000s, the spotlight shifted to icons like Shaquille O'Neal, Kobe Bryant, and Allen Iverson. By 2010, LeBron James, Stephen Curry, and Kevin Durant emerged as the dominant forces in basketball.

Today, while James, Curry, and Durant continue to perform at a high level, it's evident that Father Time is not on their side.

The pressing question is: Who will become the new face of the league?

Joel Embiid battles health issues, and while Giannis Antetokounmpo is beloved, he plays in a smaller market like Milwaukee. Nikola Jokic, the reigning MVP, may not resonate with younger fans on the playground, who aren't exactly clamoring to emulate the more reserved "Joker."

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There are promising young players who could represent the league but have missed their opportunities. For example, Ja Morant has recently made headlines for the wrong reasons, having been fined $75,000 on Thursday for making a finger-gun gesture toward the Warriors' bench. Meanwhile, the Celtics' Jayson Tatum, a championship winner and a devoted father, tends to be overshadowed by his relatively quiet personality and focus on fundamentals, which some find less engaging.

Enter Cooper Flagg. With his NIL deals already including New Balance and Gatorade, he has yet to tap into his potential as a player.

Could he fizzle out? Sure. Only time will tell.

I’m willing to make a bold prediction: Flagg will enter the league, win Rookie of the Year, and lead the league in jersey sales. He will be the face of the league within three years.

Reach James E. Causey at [email protected]; follow him on X @jecausey.

This article originally appeared on Milwaukee Journal Sentinel: NBA is seeing ratings decline. Flagg could give league jolt. | Opinion


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