Phoenix Suns' Rebuild Challenges Mark Cuban's NBA Tanking Theory

Analysis suggests the Suns' 15-year trajectory contradicts the need for 'bottoming out' during a rebuild.

Published on Feb. 22, 2026

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Following a viral tweet from Mark Cuban regarding NBA tanking and the necessity of 'bottoming out' during a rebuild, analysis suggests the Phoenix Suns' recent 15-year history presents a contrasting case. The Suns' trajectory has included fallout from the Steve Nash era, a rebuild process, an NBA Finals run, and challenges with a 'Substantial 3' roster featuring Kevin Durant and Bradley Beal – all while attempting to remain competitive without intentionally losing games.

Why it matters

The Suns' experience highlights the complexities of NBA rebuilding strategies. While tanking has become a widely accepted model, the Suns' case suggests that sustained relevance can be achieved through alternative approaches, even if those approaches involve periods of struggle and adjustment.

The details

A breakdown of the situation examines Cuban's comments on tanking, the prevalence of tanking as a league-wide strategy, the Suns' unsuccessful attempt to follow a similar 'Process' blueprint, and the importance of factors beyond draft positioning, such as culture and ownership. The Suns experienced a decade at the bottom of league standings, resulting in a loss of fan engagement, yet ultimately found a path back to contention in the Western Conference.

  • The Suns attempted to follow a rebuilding blueprint similar to the 'Process' employed by other teams, but this strategy ultimately failed to yield the desired results.
  • The Suns' 2021 NBA Finals run marked a significant milestone in their journey back to contention.

The players

Mark Cuban

The owner of the Dallas Mavericks who made comments on the necessity of 'bottoming out' during an NBA rebuild.

Steve Nash

The former Suns player and coach whose tenure with the team marked a significant era in the franchise's history.

Kevin Durant

An NBA superstar who joined the Suns' 'Substantial 3' roster, along with Bradley Beal, in a recent challenge to the team's rebuilding efforts.

Bradley Beal

An NBA superstar who joined the Suns' 'Substantial 3' roster, along with Kevin Durant, in a recent challenge to the team's rebuilding efforts.

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What they’re saying

“While tanking has become a widely accepted model, the Suns' case suggests that sustained relevance can be achieved through alternative approaches, even if those approaches involve periods of struggle, and adjustment.”

— Expert Insight (Southwest Bias)

What’s next

The discussion covers specific points including what Mark Cuban said about tanking, why tanking has become a common strategy, why the Suns' tanking attempt failed, why an 'entertaining environment' may not be the primary goal for fans, the Suns' 2021 NBA Finals run, and the significance of cultural and ownership changes.

The takeaway

The Phoenix Suns' experience challenges the notion that tanking is the only path to success in the NBA, suggesting that sustained relevance can be achieved through alternative approaches that prioritize factors beyond just draft positioning, such as culture and ownership.