UNC's Caleb Wilson, New Balance Reportedly Agree to Multimillion-Dollar Shoe Contract

North Carolina forward Caleb Wilson signed a "a multiyear, multimillion-dollar" endorsement deal with New Balance, according to ESPN's Shams Charania.

Wilson was the No. 5 overall player in 247Sports' composite rankings for the 2025 class. He averaged 21.6 points, 11.1 rebounds and five assists as a senior at Holy Innocents Episcopal School.

The freshman forward is already garnering some NBA buzz. Bleacher Report's Jonathan Wasserman ranked him 15th among the draft-eligible prospects in 2026.

"Defensively, Wilson's size, feet and strength are tremendous, particularly for guarding wings around the perimeter," Wasserman said. "He's the type of defender who could rank near the top of the leaderboard of three-point attempts blocked.

"Offensively, Wilson does add something with his passing, but his self-creation skill and shooting are behind his physical abilities. He will also be nearly 20 years old by the time of the 2026 NBA draft."

Ever since the NCAA removed the barriers preventing college athletes from receiving endorsements, shoe companies have had the opportunity to make long-term bets on top stars earlier than they had before. Wilson's deal comes a little less than a year after New Balance signed Cooper Flagg as he was preparing for his first year at Duke.

Wilson was under the New Balance umbrella already as well. In July 2024, he became an endorser for Klutch Athletics, a sportswear brand founded by sports agent Rich Paul and operating within the New Balance portfolio.

Although the full terms of his newest agreement are unclear, the fact it spans for multiple years would indicate Wilson's partnership with New Balance will extend into when he starts his pro career.