NBA Stars Embrace Apathy as New Cool

Anthony Edwards, Nikola Jokic, and others show disinterest in becoming face of the league

Published on Feb. 27, 2026

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A growing number of NBA superstars, including Anthony Edwards and Nikola Jokic, are openly expressing disinterest in becoming the face of the league after LeBron James retires. This contrasts with previous generations of stars like Michael Jordan and Kobe Bryant who actively sought the role. Experts wonder if apathy is becoming the new cool in the NBA, as players seem to be less interested in the ego, aura, and acclaim that comes with being the best.

Why it matters

The shift in attitude among NBA stars raises questions about the changing culture and priorities of the league. While being the face of the NBA comes with intense scrutiny and pressure, previous generations of players embraced the role. The current crop of stars appears to be more indifferent, which could signal a broader change in how players view their responsibilities and the public spotlight.

The details

After being named MVP of the 2026 NBA All-Star Game, Anthony Edwards doubled down on his previous statements that he has no interest in becoming the next face of the league when LeBron James retires. Similarly, Nikola Jokic showed little enthusiasm after leading the Nuggets to the 2023 championship, simply stating 'the job is done' and declining to participate in the championship parade. Experts note this type of blasé attitude from superstars would have been unheard of in the past, when players like Jordan and Bryant actively sought the role of league icon.

  • In February 2026, Anthony Edwards was named MVP of the NBA All-Star Game.
  • In 2023, Nikola Jokic led the Denver Nuggets to the NBA championship.

The players

Anthony Edwards

A 24-year-old NBA player for the Minnesota Timberwolves who was named MVP of the 2026 NBA All-Star Game.

Nikola Jokic

A 31-year-old NBA player for the Denver Nuggets who led his team to the 2023 NBA championship.

LeBron James

A 41-year-old NBA player who has been considered the face of the league for many years.

Michael Jordan

A former NBA player who was known for actively seeking the role of being the face of the league.

Kobe Bryant

A former NBA player who was known for actively seeking the role of being the face of the league.

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What they’re saying

“Man, those folks got (Victor) Wembanyama. They got Wembanyama. They'll be all right.”

— Anthony Edwards (NY Post)

“The job is done. We can go home now.”

— Nikola Jokic (NY Post)

“No, I need to go home.”

— Nikola Jokic (NY Post)

“Channing Frye said it … why do you want to be the face of a league when all the people that cover our game and talk about our game on a day-to-day basis s--t on everybody?”

— LeBron James (NY Post)

“I ain't going to lie, Wemby set the tone.”

— Anthony Edwards (NY Post)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This shift in attitude among NBA superstars highlights a changing culture in the league, where players seem less interested in embracing the ego, aura, and acclaim that comes with being the face of the NBA. While previous generations actively sought this role, the current crop of stars appear more indifferent, raising questions about the evolving priorities and responsibilities of today's NBA players.