Brian Windhorst and Cam Johnson on the Relationship Between NBA Media and Players, Covering LeBron James, and NBA Storytelling
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In this episode of The Old Man and the Three, host Cam Johnson is joined by co-host Tommy Alter and guest Brian Windhorst, a veteran NBA journalist known for his deep storytelling and coverage of LeBron James. The conversation explores the evolving relationship between NBA players and the media, tracing how physical and cultural separation—such as dedicated media entrances and the rise of social media—has eroded the personal connections that once defined sports journalism. Windhorst reflects on his journey from covering high school basketball in Akron to becoming a central voice in NBA media, highlighting pivotal moments like witnessing LeBron James’ first high school game and covering his rise to superstardom. He emphasizes storytelling as the core of impactful media, arguing that the NBA’s current focus on championship outcomes overshadows the joy of everyday excellence. The discussion also touches on the viral 'Donovan meme' moment, the decline of in-depth player profiles, and the need for more authentic fan engagement through accessible, human-centered narratives. Windhorst expresses cautious optimism about the future, especially with the NBA Cup and the emergence of new stars like Victor Wembanyama, while calling for a return to meaningful storytelling across all platforms.
The physical separation of media and players—via dedicated entrances and facilities—has weakened personal relationships and reduced the depth of media coverage.
Storytelling is the most powerful tool in sports media; it transforms a simple play into a shared human experience that drives fan engagement.
Social media allows players direct access to fans but can amplify toxicity and distort narratives, especially when commentary diverges from on-court performance.
The NBA’s current culture overly prioritizes championship wins, leaving little room for celebrating strong regular-season performances or mid-tier team success.
Authentic fan connection requires more access to players’ lives and stories—something the league and media have increasingly failed to deliver.
…and 3 more takeaways available in PodZeus
Sponsor: Claude AI & The Power of Deep Thinking
The episode opens with a sponsored segment for Claude AI, highlighting its role as a thinking partner for professionals who analyze complex systems—drawing a parallel between elite coaches and AI in strategic foresight.
Global Basketball Adventures: From Abu Dhabi to Belgrade
Windhorst shares vivid memories from covering Team USA in international tournaments, including chaotic scenes in Manila, the intense Belgrade Derby in Serbia, and the surreal experience of watching games in a concert hall in Japan.
The Lost Game: Ice Rink in Okinawa and the Unplayed Cavs-Raptors Game
Windhorst recounts two legendary canceled games—one a college basketball match on an aircraft hangar in Okinawa, the other an NBA preseason game in Newfoundland that was scrapped due to ice-covered courts.
The Media-Player Divide: How Separation Changed the Game
“Now they build these practice facilities where literally the media comes in like in a different entrance to the, I mean, like from the main road, forget about like in the building, like you don't even come in the same driveway and make, you know, and, and, and so it's very simple to like create the two tunnels and they're literally separated.”
The Art of Storytelling: From One Play to a Cultural Moment
“The job is not only put the round ball through the ring, but to make the round ball going through the ring an escape that engages them, makes them angry, makes them laugh, makes them cry, makes them share it with their friends, makes them have a communal experience.”
“The job is not only put the round ball through the ring, but to make the round ball going through the ring an escape that engages them, makes them angry, makes them laugh, makes them cry, makes them share it with their friends, makes them have a communal experience.”
“Now they build these practice facilities where literally the media comes in like in a different entrance to the, I mean, like from the main road, forget about like in the building, like you don't even come in the same driveway and make, you know, and, and, and so it's very simple to like create the two tunnels and they're literally separated.”
“It was Friday of July 4th weekend. Okay? And seriously, like 70% of the company was on vacation. And so that's part of what happened because it was part of the news cycle.”
Hosts
Guest
Brian Windhorst
person
Cam Johnson
person
LeBron James
person
Tommy Alter
person
ESPN
organization
Team USA
other
Victor Wembanyama
person
Denver Nuggets
other
NBA Cup
other
Los Angeles Lakers
other
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