Trae Young's big business decision & 2 other X-factors as Hawks visit Bulls

The Atlanta Hawks will play their third NBA Cup game on Friday, taking on the Chicago Bulls in the House that Michael Jordan Built, better known as the United Center. This will be the second meeting between the two teams. 

The Bulls won the first tilt 125-113. But the Hawks have since gotten healthier. 

Most importantly, the Hawks will once again have Young, who played in the first meeting but is coming off a rather notable business decision that could have him highly motivated.

“BREAKING: Hawks All-Star Trae Young has signed with Jordan Brand,” Boardroom’s Nick DePaula reported on X on November 22. “Young will headline the AJ 39 & further his impact at the University of Oklahoma, now a Jordan program.”

Trae Young makes big business move to Jordan Brand

“After playing out the sneaker free agency process during the fall, Trae Young has signed with Jordan Brand, Boardroom has learned.” DePaula wrote in a follow-up report. “The new multi-year deal will add the three-time All-Star point guard to a Jordan roster that has continued to add young stars to its list of athlete endorsers, just as Michael Jordan’s signature series extends past a fourth decade in footwear. 

“Young is expected to help headline the Air Jordan 39, the brand’s flagship annual game shoe, with his own player exclusive themed colorways potentially arriving during the second half of the NBA season.”

Young has already worn the AJ39 this season.

This news was highly anticipated in the wake of adidas’ decision to discontinue its partnership with the three-time All-Star.

Jordan Brand soon emerged as one of the top potential suitors for Young’s presence.

Per DePaula, Chinese brand Anta joined Jordan Brand as the “most aggressive” suitors for Young, who will also have increased opportunities to further his efforts in the community through the deal.

Young’s alma mater, Oklahoma, became a Jordan Brand school in 2018 after he left. 

Young said he wished he could have represented the brand during his time in college, adding it has “all come full circle” in reaction to the new deal. 

DePaula reports that Young sought a stronger “grassroots” reach to help Oklahoma youth get the same kind of exposure that he did. As a result, Young will have a brand-sponsored AAU team that will offer sneakers as part of the deal.

If Young’s fallout (for lack of a better term) was a potential sign of the guard’s profile falling, his new deal with Jordan Brand is at worst a counterbalance.

It is potentially a jolt in the other direction. 

Jordan Brand ranks third in brand awareness behind top-ranked Nike, which is its parent company, and adidas, per Statista. It was further down the list in other categories, ranking sixth in popularity and seventh in US brand ownership.

But the connection to Nike is an underlying buoy that could further boost the Hawks star’s reach.

He is rightfully excited for this next chapter.

“To me, it’s about setting the bar for the people that come after you,” Young said, per DePaula. “I’m grateful MJ did that for people like myself. My goal is to try and continue that legacy for the young kids, including my brother, that are coming up after me.”

Fittingly, Young will take the court against Jordan's former team with a chance to boost the Hawks' standings on the season and in the NBA Cup.

Hawks have a Bogdan Bogdanovic problem

The Hawks have had Bogdan Bogdanovic in the lineup for three games this season, and unfortunately, he has not been good in any of them.

Bogdanovic is averaging career-low marks with 6.7 points on 35.3% true shooting.

The Hawks’ best three-point shooter coming into the season, Bogdanovic is knocking down 26.3% of his deep looks this season and was 1-for-7 in the Hawks’ loss to the Golden State Warriors on November 20.

It is obviously far too early in the season and his availability to give up on Bogdanovic. But it is nonetheless a disappointing development given how strong of a summer he had.

Injuries have robbed the Hawks (and fans) of some great performances from Bogdanovic.

But he figures to round into form at some point during the season. The Hawks just need that to be sooner rather than later if they do not want to find themselves in the cellar of the Eastern Conference standings.

More Larry Nance Jr., please

To say Larry Nance Jr.’s role with the Hawks has fluctuated this season would be an understatement. 

Nance was a DNP-CD for the Hawks’ first three games of the season, played 23 minutes in Game 4, logged back-to-back outings of fewer than 10 minutes, and then saw nearly 25 minutes in Game 7 of the campaign.

He followed a steadier pattern for a five-game stretch, but that was only after two more DNPs.

Bringing things back full circle, Nance has been a DNP for the Hawks’ last two games. He said on media day that he would do whatever it takes for the team. They need more of his energy.

For the player, even if it is not with Atlanta, Nance deserves more playing time than he has receiver or at least a more consistent role. The Hawks boast tremendous frontcourt depth, which has worked against the veteran.

Fortunately for the Hawks, is has not slowed him one bit once he touches the floor.