What happened: Foot Locker enlisted reigning Rookie of the Year Cooper Flagg for its 'Hoops Lives Here' campaign. The push celebrates basketball lifestyle ahead of the 2026-27 tipoff.

Why it matters: It pairs the league's reigning rookie honoree with a national lifestyle rollout entering opening week. That placement marks his early market profile entering year two.

What to watch: The campaign rollout lands around opening-night programming as Flagg begins his second season.