Unfiltered Thoughts from an Unconventional Media Day

A New Era for the Brooklyn Nets

In 2013, the Brooklyn Nets made headlines when they acquired Paul Pierce, Kevin Garnett, and Jason Terry. The atmosphere at Barclays Center was electric, with journalists, TV crews, and local beat reporters swarming the court. The owner even flew in from Moscow on his Gulfstream 5 to meet the new players. It was a moment of high anticipation and excitement.

Six years later, the Nets introduced Kevin Durant and Kyrie Irving, another significant move that promised to elevate the team. The scene was different this time, held at the HSS Training Center with a stunning view of Manhattan. There were more lights, cameras, and excitement, but the results didn’t match the expectations. The team struggled, and the dream of a championship remained out of reach.

Fast forward to 2025, and the Nets are in a completely different place. Their Media Day was a modest affair, held in a conference room across from the main court and the Great Window. There were no national media outlets, no live streams, and no views of autumn in New York. The setting was far less glamorous than previous years, reflecting the team’s current status as an afterthought in the NBA.

The lack of media presence is telling. Newsday wasn’t there, and it seems unlikely they’ll be present during the season. Among the six reporters at the event, one was a Nets employee, two were newspaper beat writers, and three represented blogs. While there was no disrespect intended, the shift in media attention highlights the team’s current standing.

The Nets are ranked 30th out of 30 by ESPN, and their front office is ranked 25th. Vegas has them at the bottom of the betting slips, and they’re the youngest team in the league. While no NBA team is truly irrelevant, the Nets are close to being considered one. This drop in prominence is both literal and figurative, as the team has moved from the spotlight to the shadows.

Despite this, the team appears comfortable in its current state. During the Q-and-A session with Sean Marks and Jordi Fernandez, the focus was on playing to win, even with limited talent. The young players seem to be following Jordi’s lead, focusing on what they can do rather than lamenting what they can’t. With nine players aged 22 or younger, they may not even realize they’re supposed to tank. This lack of awareness could be a blessing in disguise.

It’s the second year (or second and a half) of a rebuild, with the end goal still unclear. If the Nets secure a top pick in June and Jordi continues to develop the young players, there’s hope they can attract the next superstar. However, this seems like a stretch at the moment. More likely, the next few years will be a continuation of the current strategy.

Sean Marks, the team’s general manager, recently spoke about the potential of Brooklyn as a market. He mentioned the exciting aspect of attracting stars in the right way and at the right time. While the city remains a lure, it’s Jordi who the front office believes will bring them what they need: a head coach who can develop homegrown stars.

The decision to use all five of their first-round picks, including adding one just before the draft, was based on the CBA and future considerations. Controllable rookie contracts have become essential in team-building, allowing flexibility without breaking the bank. The total cost for the Flatbush 5, if all stay for four years, is $95.7 million. This balance is crucial for long-term success.

Marks emphasized the importance of patience, both for the players and the fans. Players are playing for the jersey and their next contract, and the team has made it clear that short-term deals and flexibility are key. The plan is to maintain a margin of flexibility to navigate the CBA long-term.

This year will likely involve a lot of turnover, though not as much as last year when a record 27 players were under contract. Development of the younger players will be challenging, with ups and downs expected. The Nets have already released two young players and passed on a third, but there are signs of positive development among others.

Competition for the final two-way slot will be intense. The Nets have until October 21 to finalize their roster and decide which non-guaranteed players to keep. They also have 10 days to determine how many of their three extension-eligible 21-year-olds will be around a year from now.

Don’t expect another salary dump. Marks stated that they haven’t used all their cap space and don’t intend to. However, they will likely have a near-monopoly on cap space at the deadline and a significant amount going into the next season.

In the end, it’s going to be a long time before the HSS practice court is cordoned off again, with camera crews arriving for another grand celebration. For now, the Nets are focused on building from the ground up, hoping that the next big rollout will be more successful than the last.