How Cooper Flagg exemplifies the divide between Duke and UNC—and not just on the court

Cooper Flagg attempted to take it all in for a few moments Saturday night. He stored scenes and memories. This was his first Duke-North Carolina game, and most likely the only one he’ll ever play inside Cameron Indoor Stadium, so he tried to slow down long enough to savor it.

During timeouts or quick stops, he found himself filing away things he’d heard about and knew about but couldn’t fully appreciate until he experienced them for himself. The noise, for example. The sensation of a building coming alive. Flagg had been to Duke a year ago for a game, and a defeat, against UNC, but this time was different; he was a part of it, and at the center of it.

“Just feeling the energy in the gym,” he said later, attempting to put words to some of the sensory experiences that will remain with him. “It’s just so — so explosive, and so electric in there.”

Long before Flagg arrived at Duke as the nation’s best high school basketball prospect, regardless of age or class, and long before he became the consensus projected No. 1 pick in the 2025 NBA Draft, he was a young basketball fan growing up in Newport, Maine. And, like “most college basketball fans — basketball fans, in general,” he said, Duke-Carolina was viewing by appointment.

“I definitely saw it growing up every single year,” he said, and he eventually realized he wanted to be a part of it.

Flagg’s time as a star in the rivalry will most likely be brief — and limited to this one season — but he has already made an indelible mark. In his Duke-Carolina debut, he delivered a standout performance in what was likely his most complete college game yet.

Flagg scored or assisted on all 17 of Duke’s points in the first six minutes of play Saturday night. It was a stretch that included two 3-pointers that sent Cameron Indoor into a frenzy, two steals that led to assists on fast-break layups, another assist on the game’s first play, and a three-point play that gave Duke a double-digit lead for good with 14:36 left in the first half.

On Saturday, February 1, 2025, at Cameron Indoor Stadium in Durham, N.C., North Carolina guard Seth Trimble (7) scored two of his ten points against Duke’s Cooper Flagg (2) during the second half.

The Tar Heels attempted to double-team Flagg early on, despite being undermanned and outmatched everywhere else. The strategy did not cause even a minor inconvenience. He finished with 21 points, eight rebounds, seven assists, three steals, and two blocks in 38 minutes of play, and what he didn’t do seemed to stick with him the most.

“They kind of went on a little run,” he said after Duke’s 87-70 victory, which was hardly indicative of their dominance, “and it was pretty much all my fault.” I made a lot of errors down the stretch.”

Despite self-criticism, Flagg finished with one of the best freshmen performances in Duke’s long history against UNC. He managed, as he has done throughout his first (and likely only) season of college basketball, to exceed expectations on another national stage, this one unlike any other during the sport’s regular season.

UNC ‘never recruited’ Flagg

Flagg’s arrival at this theater, which Duke and UNC have long shared, may have occurred Saturday night. In reality, the journey had been years in the making. Duke, along with Michigan and UCLA, was one of the first major schools to offer him a scholarship following his freshman season at Nokomis Regional High in Newport.

Soon, many other schools wanted him as well. Flagg completed his final two years of high school at Montverde Academy in Florida, one of the country’s most successful prep basketball academies. His game and his star grew. He became a national celebrity long before he made his college debut, and his college decision seemed like a foregone conclusion.

North Carolina guard Seth Trimble (7) breaks to the basket for two of his ten point against Duke’s Cooper Flagg (2) in the second half on Saturday, February 1, 2025 at Cameron Indoor Stadium in Durham, N.C. Robert Willett rwillett@newsobserver.com

During those years, Duke-UNC games were must-see television for him. However, only one of these schools was ever an option for Flagg. Two days before one of the most humiliating performances of his four seasons as UNC’s head coach, Hubert Davis pondered whether he’d ever attempted to recruit Flagg — even in the early years, before his college decision became clear.

Davis refused to answer the question. Perhaps part of it was a refusal to admit that UNC probably never had a shot. Perhaps he wanted to avoid highlighting Duke’s impressive recruiting prowess. Whatever the reason, Davis declined to say whether he had made any overtures to Flagg, no matter how long ago or how far-fetched they were.

“That would be a question that you would have to ask him,” Davis explained.

Days earlier, following a sluggish victory over North Carolina. Flagg had actually answered the question. The anticipation for his first game against the Tar Heels was beginning to build. It marked the arrival of something he had long desired to be a part of. Given his longstanding allegiance to Duke, had he ever considered the other side? Was there any interest in UNC?

“I mean, no,” Flagg replied. “I was never recruited by North Carolina or anything like that.”

From Harrison Barnes to Flagg.

In November 2009, Harrison Barnes, arguably the best senior high school basketball player in the country, made a particularly memorable commitment to UNC. Barnes used Skype in a televised announcement to inform then-UNC coach Roy Williams that he had chosen the Tar Heels, which was also innovative at the time.

UNC had won the national championship five months before. The country’s most coveted prospect was now on his way to Chapel Hill. The Tar Heels ranked at the top of college basketball. Barnes’ commitment was made even sweeter for Williams and his staff by the fact that Duke was one of his finalists. UNC had beaten out its main rival for arguably the nation’s best prospect.

Recruit Cooper Flagg stands amongst the Cameron Crazies during Duke basketball’s Countdown to Craziness at Cameron Indoor Stadium in Durham, N.C., Friday, Oct. 20, 2023. Ethan Hyman ehyman@newsobserver.com

More than 15 years later, history hasn’t repeated itself. To be sure, the Tar Heels have recruited a number of McDonald’s All-Americans and other top prospects in the interim. On the court, they’ve arguably been the better program—or at least on par with Duke.

Since 2009, the Tar Heels and Blue Devils have each made three Final Four appearances. They’ve both won national championships: Duke in 2010 and 2015, and Carolina two years later. They met in the 2022 Final Four, and UNC won, giving its fans eternal bragging rights. This victory came about a month after UNC defeated Mike Krzyzewski in his final game at Cameron Indoor Stadium.

On Saturday, however, it felt like the programs were as far apart as they had been in a long time. In contrast to their rivalry’s established cyclical nature, the natural give and take, and decades upon decades of trading places at the top of the sport, Duke, which led 40-13 at one point, appeared to be playing a different game. And, in some ways, the Blue Devils are.

Flagg exemplifies this, both on and off the court. On the court, he may be the most talented and complete freshman in college basketball in more than two decades. Duke has built its team around him, much like Syracuse did with Carmelo Anthony in 2003, when Anthony led the Orange to the national championship.

Off the court, Flagg, who turned 18 in December, represents a new generation of athletes who are redefining stardom. He was a household name in basketball circles long before he came to Duke. He arrived at college already as “a business, man” — as Jay-Z put it — and with a shoe deal with New Balance. His YouTube highlights had been popular for years.

Cooper Flagg, a Duke basketball freshman, signed an endorsement deal with New Balance on Monday, August 26, 2024.

In deciding where to spend his anticipated lone season in college, Flagg had to evaluate which programs were best for him not only in terms of basketball, but also in all other ways: which one would provide him with the brightest stage; which one would allow and nurture his star; and which one had a track record of converting high school talent into high NBA Draft lottery picks.

Simply put, which program had the most to offer a player of his caliber, both in basketball and beyond? Duke became the obvious choice. Since the season began in November, Flagg and Duke have proven to be an ideal match. He could have been the best player on almost any team and excelled anywhere, but at Duke, it just feels… Most natural.

As if the player and program were destined for each other. On Saturday night against UNC, Flagg did what he has done so often this season: he exceeded expectations while making it look easy. He proved to be one of the most significant differences between the Duke and Carolina teams, as well as highlighting their opposing program-building philosophies.

How Duke Basketball evolved

Duke’s ability to attract a never-ending parade of highly regarded basketball prospects is nothing new. For more than ten years, the flow of one-and-dones into and out of Durham has been consistent. From Jabari Parker to Jahlil Okafor to Jayson Tatum to Marvin Bagley III to Zion Williamson, RJ Barrett, and Paolo Banchero — all top-5 NBA Draft picks — Duke has embraced its status as a one-year stop for elite NBA players.

The results have been mixed at times; Duke won the national championship with a freshman-dominated team in 2015, but several others since then have fizzled in March. Only one, in 2022, made it to the final four. Jon Scheyer took over as head coach following that defeat in New Orleans, and while UNC fans were still celebrating a victory for the ages, Scheyer set an ambitious goal: to make Duke an even more modern and adaptable version of itself.

At the time, the sport was evolving. It had been less than a year since college athletes gained the right to profit from their name, image, and likeness. The transfer portal was increasingly popular. Roster management, particularly managing the year-to-year turnover that was becoming so common, was evolving into a full-time job within a full-time job.

Duke basketball freshman Cooper Flagg signed an endorsement deal with New Balance on Monday, Aug. 26, 2024 New Balance

In June 2022, Scheyer hired Rachel Baker, who had previously worked for Nike and the NBA, as his program’s general manager. The role was completely new. Duke had never had a general manager, nor did any other college basketball team. In announcing Baker’s hiring, Scheyer stated that the state of college basketball was “growing and changing at an exponential rate,” emphasizing the need to “navigate new frontiers.”

Scheyer, who is now in his third season as head coach, has embraced the type of change that has caused some of college basketball’s old guard coaches to retire. Duke has continued to attract more than its fair share of top talent, even as the NIL has become more transactional — and as the transfer portal has made roster construction more unpredictable and challenging.

Last week, two days before his team’s victory over UNC, he attempted to explain how Duke had maintained its high ranking. After all, it was neither accidental nor automatic. How had his program attempted to adapt and remain appealing to top prospects like Flagg and others?

“Not every kid looks for the same thing,” Scheyer said. “That is exactly what I’ve found. … Different families and children have unique priorities. I don’t think any of it is wrong, and I believe it is entirely up to them to make the best decision.”

For those who chose Duke, he said, “the stage is a big deal,” as is a desire to be hard coached. “And ultimately, you’re not choosing to come to Duke, even if it’s for a year, if there’s not other decisions besides basketball.”

“Like being a part of Duke, truly, is something that Cooper wanted to do,” according to Scheyer.

He also acknowledged another obvious factor: “I think going forward, to act like NIL isn’t a part of that equation — would be foolish, to say that.”

For better or worse, college athletics has evolved into a form of professional sport. Perhaps not the intended version, but one that mirrors the pros. And college basketball has become perhaps the most transactional of any college sport, with constant roster turnover and a steady influx of freshmen eager to make it to the NBA.

Duke has embraced the transactionalism of it all. It has designed its program to capitalize on it. Flagg and Duke are both utilizing each other and benefiting in their own ways. Meanwhile, Duke’s longtime rival is struggling to adjust to this new era both on and off the court.

‘Carolina’s Carolina’

Hubert Davis, in his fourth season as head coach at North Carolina, finds himself at a crossroads. The Tar Heels risk missing the NCAA Tournament for the second time in three years. The luster of that improbable 2022 run, as well as those two memorable wins over Duke, has faded — for the time being — amid the angst of a turbulent season.

The pressure is increasing, as are the losses, and questions have been raised about the program’s approach to a new and rapidly changing environment. Fair or not, Davis’ messaging is at the heart of some of those concerns. Davis, like Scheyer at Duke, played at UNC. They became head coaches about a year apart, succeeding Hall of Famers who had left significant voids.

Duke basketball general manager Rachel Baker, center right, and Will Avery watch during the Blue Devils’ game against Clemson at Littlejohn Coliseum in Clemson, S.C., Saturday, Jan. 14, 2023. Ethan Hyman ehyman@newsobserver.com

In public, Scheyer and Davis have taken opposing approaches to program design and organization. Scheyer has been aggressive in trying to position Duke for the future and present. Hiring Baker, for example, was a risky move and the first of its kind nationally. He has also surrounded himself with a coaching staff from various backgrounds.

Davis, on the other hand, has made it a point to hire only former UNC players on his coaching staff. He has not hired a general manager, which has become a more common position in the sport, but admitted on his radio show Monday night that it was a need and that UNC would fill it. And he has remained committed to the historic principles that have underpinned decades of UNC success, despite the fact that the sport has evolved dramatically in recent years.

“It just is what it is: Carolina’s Carolina,” Davis said before the season began, emphasizing the importance of maintaining the program’s identity. “I’ve been through it. I believe it. It’s been proven to work. And that will not change while I am the head coach.”

He then mentioned “other factors” that have complicated matters, such as NIl and the portal, but insisted that players in his program must “unpack your bags” and commit to it.

“Both feet must be in for this university, community, and program. You must want to be part of a team. You must consider the success of the team as well as your own.

“And this is not a transactional program — it just is not.”

Davis’ pitch has occasionally proven effective in recruiting. Ian Jackson and Drake Powell are two of the best freshmen in the ACC, and Jackson is expected to be drafted in the first round by the NBA in June. Caleb Wilson, the No. 9 prospect in the Class of 2025, recently committed to UNC, joining two other top-50 prospects in next season’s incoming freshman class.

Duke head coach Jon Scheyer talks with North Carolina head coach Hubert Davis before Duke’s game against UNC at Cameron Indoor Stadium in Durham, N.C., Saturday, Feb. 1, 2025. Ethan Hyman ehyman@newsobserver.com

What would Dean Smith do?

Nonetheless, the struggles this season have led to the perception that the Tar Heels are in decline. If UNC misses the NCAA Tournament, it will be the third time in six seasons. That would be the first since the field was expanded to 64 teams in 1985. As it stands, UNC’s season will end with double-digit losses for the fifth time in six years. To put that in perspective, during Dean Smith’s 36-year tenure, UNC had five seasons in which it lost ten or more games.

During some of UNC’s more frustrating recent performances, a number of disgruntled fans have asked a sentimental question on social media or message boards: What would Dean do? How would Dean Smith guide the Tar Heels through these difficult times? The answer, of course, is that Smith, who considered himself primarily an educator, would most likely have nothing to do with coaching in this era.

It’s the same response Tony Bennett, Jay Wright, and others, including Roy Williams and Mike Krzyzewski, have given since their retirement in recent years. At least some things haven’t changed. March is still March, for starters. At Duke, students would still camp in Krzyzewskiville for weeks to secure the best seats in the old, creaky bleachers inside Cameron Indoor.

North Carolina’s James Brown (2) defends Drake Powell (9) in the second half during the Tar Heels’ Blue vs. White scrimmage on Saturday, October 12, 2024 at the Smith Center in Chapel Hill, N.C. Robert Willett rwillett@newsobserver.com

ESPN, as always, came to hype it. Fans were still anticipating it. The game continued to divide households across North Carolina and beyond. Duke-Carolina remains Duke-Carolina, even if the rosters become more difficult to track year after year. Only this time, when it began, it appeared to be a referendum between the two old rivals. One had found a way to thrive in this difficult and changing college basketball environment, while the other was struggling.

Duke’s lead increased to 27 before halftime and 32 after it. The decibel level increased with the margin. And at the center of it all was Flagg, who tried to take it all in at times while also proving dominant as usual — a once-in-a-generation teenager who grew up watching this rivalry and realized he could only ever be on one side.

Duke’s ‘Cameron Crazies’ toss their baby doll into the air during a time-out of the North Carolina game on Saturday, February 1, 2025 at Cameron Indoor Stadium in Durham, N.C. Robert Willett rwillett@newsobserver.com