Face of the NBA: Ja Morant, Shai Gilgeous-Alexander, or Victor Wembanyama?

In the NBA, to become the face of the league, players need to be ‘The One.’ Here, being ‘The One’ could mean anything, the one who gets things done, the one whose impact is so legendary that their career and milestones are discussed as part of the league's imminent history. Bill Russell, Wilt Chamberlain, Magic Johnson, Larry Bird, and Michael Jordan were all players of that caliber. And similarly so was Kobe Bryant and now, LeBron James.

In the modern era and recent history of the game, if we ask fans who is ‘the one,’ the most resonating answer would be LeBron James. Fairly so, because James had the league in a chokehold for more than two decades, never faltering in his form and remaining consistent even at the age of 40.

The most absurd part is that James is the oldest active player in the league and the last person who was older than him was Udonis Haslem, who has recently retired.

In a way, we have taken James' legacy for granted. A lot of thought is often put into what would happen after LeBron retires and this starts a perennial conversation and debate about the next face of the league. However, since 2020, the best player in the league has changed several times, especially given the last few MVPs in the league have all been international players. Furthermore, is it even possible for a non-American player to be the face of the ‘American’ NBA league?

In this article, we dive deep into assessing some of the potential rising stars, who could be the face of the league in the near future. However, is their case fairly justified? That only time and their performances can tell.

Who will be the next Face of the NBA?

In the last five years, we have been hearing new names being called up each day to be the ‘next face of the league.’ One day, someone might argue for Anthony Edwards, while another fan could be making a case for Victor Wembanyama. There are several metrics to assess the question in hand, although it's a fairly subjective one. However, we attempt to dissect the top five candidates, who could have a fair chance for contending the throne of LeBron James and his legendary contemporaries in the league's future.

Jayson Tatum - Boston Celtics

Jayson Tatum has established himself as one of the most seasoned players in the NBA. The most recent NBA champion with the Boston Celtics is putting in numbers and performances that warrant his case as a potential face of the NBA. As he believes, he checks all the boxes for this potential role and all of that might rightfully be so.

If we look at Tatum's resume, he was selected as an All-Star multiple times and also to the All-NBA First Team three years in a row. He is averaging 25.3 points, 7.3 rebounds, and 3.8 assists so far in his career, still balling out as one of the leading performers, single handedly leading the Celtics based on his scoring prowess.

However, many fans still believe Tatum doesn't still have the ‘juice’ or the ‘grit’ to prove himself as the face of the league. One championship and an incredible stat line is beyond a measure of metrics in the current age of basketball. To fully assess Tatum's candidature in this role, perhaps he is still limited to be a legendary figure at least within Boston's basketball history.

Tatum is still not considered to be at an equivalent level to Larry Bird, despite him jumping way above ranks to establish himself above Paul Pierce and Kevin Garnett. However, to establish himself as a face similar to that of LeBron James, Kobe Bryant and Stephen Curry, that would be a hard hill for JT to climb.

Victor Wembanyama - San Antonio Spurs

When Victor Wembanyama was drafted as the 1st overall pick in 2023, the hype behind him was unimaginable. For the first time since LeBron James, Wemby was seen as a prospect with a similar commotion and puffing around him. And similar to LeBron James, Wemby lived up to all the hype and expectations around him. Imagine being able to move like a guard while being able to play both as a power forward and a center. Wemby is the perfect player one would imagine straight out of a 2K build.

In his sophomore season, Wemby is averaging 24.3 points per game, a number closely reminiscent of LeBron James' sophomore year. However, he still has a lot of room for improvement. Wemby still needs to lower his turnover ratio, optimize his playmaking, and keep his shot selections more under control. Best believe, he might be just one step closer to the next season to prove himself as an elite player. Otherwise, the French prodigy is one of the favorites to become the face of the league amongst other possible candidates.

Ja Morant - Memphis Grizzlies

If you are as much active on social media as an average Gen-Z NBA fan, there is no way you would have missed out on a Ja Morant highlight. Watching the hype highlights of Ja Morant dunking, especially posterizing his league contemporaries sure does invoke a sense of liking towards the Grizzlies superstar. However, is his case as the next face even warranted?

No doubt Morant is a player of the highest caliber, perhaps even a generational talent for the Grizzlies who is very much comparable to Vince Carter. Morant's averages and fundamentals also speak volumes to rest his case. However, to make a star faced with controversies as the poster boy of the league is something the league would never want to take.

It is worth noting Ja Morant's fans are as loyal and dedicated to him as much as you would expect from a Kobe Bryant or Michael Jordan loyalist. However, arguing his case as the potential face of the league is probably close to treading risky waters.

Shai Gilgeous-Alexander - Oklahoma City Thunder

Shai Gilgeous-Alexander is perhaps one of OKC's greatest assets since Russell Westbrook, Kevin Durant, and James Harden last lined up. SGA has been a perennial name in the MVP race in the past two years. In fact, his skillsets attract a sort of finesse that combines athleticism, scoring and playmaking in the most aesthetic manner possible. SGA is averaging a whopping 32.7 points per game this season, a stat only a few can proudly boast of from the bygone eras of the league.

Many describe Shai to have a certain aura that fits perfectly with what one would think of the NBA's face. However, Shai has a huge chip on his shoulder, to carry OKC to title contention and the Canadian national team to glory in international tournaments. SGA is perhaps the perfect candidate, if he soon even manages to win a regular season MVP award. However, is the league ready to accept a Canadian as their face? That's a whole new debate in its own.

Luka Doncic - Los Angeles Lakers

Luka Doncic is the new star boy of the Los Angeles Lakers, one to secure the franchise's history of putting only superstars on the court. After LeBron James, Doncic is undisputedly the face of LA basketball, if not the NBA. Doncic was already touted as a potential face of the league, given all of his All-NBA selections and for leading the Dallas Mavericks into the Finals.

This season, Doncic was the most talked about player, especially after he was traded to the Lakers by Mavs GM Niko Harrison for Anthony Davis and Max Christie. Though settling in LA seemed a difficult task at the start, it didn't take much time for Luka to adapt himself alongside LeBron James. The Lakers were on an 8-game winning streak since his addition, proving that Luka adds much depth to the roster by just combining his skillsets and talent.

Is his case justified as the next face of the league? On principle, yes. However, it's again a tricky question depending on who views Luka as the new face, given the conversation about being the poster boy of the league has always centered around American players.