Windhorst: Why Cooper Flagg’s rise is beginning to seem unavoidable

Cooper Flagg is growing up fast, and Dallas Mavericks veterans are still treating him like a rookie. The 2025 No. 1 pick, who is the reigning NBA Rookie of the Year, has been handed bag-carrying and other menial duties during the team’s week in Macao, China, for two preseason games against the Houston Rockets. Flagg is not impressed by the teasing. “I can sometimes sneak by without them remembering that they want me to be a rookie still. But yeah, they definitely try,” he said.

The joke sits awkwardly against his production. Flagg played just 45 minutes across the two games in Macao and scored 33 points with 10 rebounds, 10 assists, three steals and two blocks. He looked for his own shot, and he set up his teammates with the assurance of a player who no longer sees himself as a newcomer.

The impact goes beyond the box score. Flagg’s voice carries through The Venetian Macao arena, and he is vocally involved in the game. He is moving quickly from focusing on his own game to taking in everyone else’s. He is also building momentum towards superstardom, much like the cargo jets taking off from the nearby Hong Kong International Airport.

“I’m just finding my voice,” Flagg said. “Being so young and a little bit inexperienced is tough sometimes, but I think up to this point, I’ve earned the respect of my teammates, and I’ve gotten that sense that they really respect me and my opinion.”

Flagg has been on the basketball world’s radar since he was 16, starred at Duke and then won the NBA’s top rookie honour. His rapid maturity may be underrated at the moment, partly because the Mavericks, stuck in a deep Western Conference, are not drawing much attention.

A week in the spotlight

The NBA has plenty of other storylines. LeBron James is in Philadelphia, Giannis Antetokounmpo is in Miami, and Victor Wembanyama has earned the unofficial “future face of the league” designation and is looking for revenge after Jalen Brunson and the New York Knicks ended their 52-year title drought.

Still, for a week in Macao for the NBA’s China Games, Flagg was the headliner. His image appeared on the side of buildings and at the centre of a major shoe event. Inside one of Macao’s high-end, marble-lined malls, he unveiled his personal New Balance logo, which combines his initials with the silhouette of a pine tree, a nod to his home state of Maine.

The trip was as much about business and branding as basketball. NBA commissioner Adam Silver was in town for meetings with Chinese partners. Flagg’s boss, Mavericks owner Patrick Dumont, hosted the week as chief executive of Las Vegas Sands Corp., which operates five resorts in the area with 10,000 combined hotel rooms, along with the Venetian Arena, a lavish venue that feels like a five-star resort with two hoops.

Growing into a leader

It is easy to lose sight of the games, but Flagg’s development is hard to miss. He is just 19 and will not turn 20 until Dec. 21. Given his more polished jumper, improved footwork and clear leadership on the court, his age is difficult to believe.

“He’s going to lead this franchise into the future. You can definitely bank on that,” teammate Kyrie Irving said. “He deserves a lot of the praise he’s gotten because he’s carried a lot. … He’s wise beyond his years.”

Over a 30-second spell on Friday, Flagg showed what Irving meant. He pulled away from the Rockets defence with a slick sideways jump stop to drill a midrange jumper, blocked Amen Thompson’s shot, collected the rebound and led a fast break that ended with a lob dunk. A few possessions later, Thompson went under a screen while defending Flagg, who responded with a 3-pointer from the top of the key.

“He’s such a versatile player, someone that literally can score three levels,” Mavericks first-year coach Dusty May said. “He can make defensive plays on and off the ball.”

Last season’s standout moments

Flagg’s rookie campaign already set several records:

• He became the first rookie to lead his team in total points, rebounds, assists and steals since Michael Jordan in 1984-85.
• He became the fourth rookie since the NBA-ABA merger in 1976-77 to average at least 20 points, six rebounds and four assists. The others were Luka Doncic, Larry Bird and Jordan.
• He became the first teenager with four 40-point games, the first teenager with consecutive 40-point games and the first teenager with a 50-point game.
• He ranked sixth in the league on baskets off drives and, according to GeniusIQ tracking, brought the ball up fifth most among all frontcourt players.

Put simply, Flagg carried the load of a mid-career All-Star, not that of a rookie on a 26-win team.

“I felt at points last year I was going in blind a little bit,” Flagg said. “Obviously, I hadn’t been through a lot of those experiences before. So, I think just having that this year is a big help. Just feeling prepared, feeling ready. There’s a lot less to worry about.”

Work ethic and a shooting focus

Flagg shot 29.5% from three-point range last season, a weakness he is working to fix. He spent much of his summer training alongside Irving, who is returning after missing 19 months with a torn left ACL. Team insiders regularly praise Flagg’s work ethic and competitive nature.

“Your talent only gets you so far; being remembered for your work ethic and how you treated people and also that championship mindset you came in with every day, that’s what people hold on to,” Irving said.

“For me as a peer, but also as a brother, I look at him as someone that has a world of potential, but also still needs a lot of guidance just like we all do in basketball, a lot of teaching, a lot of knowledge being passed.”

Building a contender

Much of Flagg’s development will unfold in front of a national audience. The Mavericks have 21 scheduled national television games this season, though not because they are expected to contend. Irving’s return should help, but the team is still climbing out of the hole left by the Doncic trade and the failure of Anthony Davis’ tenure. That is why there is a new coach and a new front office, led by highly regarded president Masai Ujiri.

Ujiri has made it clear that the franchise is committed to keeping Irving alongside Flagg, who is 15 years younger than the veteran point guard. Rival front offices question whether Dallas can stick to that plan, given the roster holes elsewhere and the two stars being on different career timelines.

Those questions form the backdrop, but Flagg is now centre stage, and he looks ready for it. The rest of the Mavericks can see it every day.

“This is a big responsibility to help him in his evolution to being one of the best,” May said. “A great player’s success is determined by everyone around them. So all of us [being] better teammates, better players, better coaches will contribute to him maximizing his potential.”