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Caleb Wilson signs a multimillion-dollar shoe endorsement deal with New Balance

The incoming five-star freshman already is securing big-time NIL deals before he even steps foot on a college basketball court.
ByNick Delahanty|
Mar 31, 2025; Brooklyn, New York, USA; McDonald’s All American West forward Caleb Wilson (8) shoots the ball during the Sprite Jam Fest at Barclay's Center. Mandatory Credit: Pamela Smith-Imagn Images
Mar 31, 2025; Brooklyn, New York, USA; McDonald’s All American West forward Caleb Wilson (8) shoots the ball during the Sprite Jam Fest at Barclay's Center. Mandatory Credit: Pamela Smith-Imagn Images | Pamela Smith-Imagn Images

The Caleb Wilson hype is very much real.

A projected 2026 NBA Draft lottery pick, the incoming freshman five-star forward has landed a massive NIL endorsement deal with New Balance. According to ESPN's Shams Charania, the deal is expected to be a multiyear, multimillion-dollar shoe deal for the Atlanta, Georgia native.

Wilson has earned the reputation as one of the top players that the Class of 2025 has to offer, as he's set to begin his college basketball career at North Carolina. Given the expectations surrounding him, the belief is that Wilson's tenure in Chapel Hill won't be long, given he is projected to be quickly selected once next year's draft comes around.

While the pressure of landing a multimillion-dollar shoe endorsement deal could be tough for some to handle, Wilson seems more than ready for the challenge. He's already played on some of the biggest stages the sport has to offer, including in the McDonald's All-American Game, as he embraces the bright lights and big stages.

With the UNC basketball program, Wilson will continue playing on that national stage, as there will be plenty of opportunities for the five-star talent to showcase why everyone believes he's destined to be in the NBA by this time next year.

The only bad thing about this deal is that Jordan and the Nike brand couldn't swoop him up!

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