Jalen Johnson has thrown down a personal gauntlet that could reshape the future of one of basketball's most iconic showcases. During this year's All-Star Weekend, the Atlanta Hawks forward made a clear declaration: "I will be in the dunk contest one day." This simple statement has resonated throughout the NBA community, offering a glimmer of hope for an event that has lost much of its former luster and struggles to maintain relevance in today's star-driven league.
The NBA Slam Dunk Contest, once a marquee attraction that defined All-Star Saturday Night, has experienced a gradual but undeniable decline in prestige and viewership. The glory days of the 1980s and 1990s featured legends like Julius Erving, Michael Jordan, Kobe Bryant, and Dominique Wilkins—players who were not just elite dunkers but legitimate superstars at the peak of their powers. Their participation transformed the contest into must-see television, creating moments that became immortalized in basketball lore. Fast forward to 2025, and the event bears little resemblance to its golden era.
This year's competition exemplified the modern reality. The participant list included two rookies still finding their footing in the league, a second-year player, and Jaxon Hayes, a role player known more for his athleticism than his star status. Carter Bryant, one of the first-year participants, unfortunately became a symbol of the contest's struggles when he repeatedly missed his dunk attempts, his frustration visible for millions to see. While Keshad Johnson ultimately claimed the championship trophy, his victory generated minimal buzz—he has logged just 257 minutes across his brief 1.5-season career, remaining virtually unknown to casual basketball fans who once tuned in specifically for the dunk contest.
This absence of star power has created a vicious cycle that threatens the event's long-term viability. As the contest's prestige diminishes and viewership declines, fewer established players show interest in participating, which further reduces fan engagement and media attention. The result is an exhibition that feels increasingly disconnected from the league's brightest talents and mainstream appeal. Television ratings have reflected this trend, with each passing year showing fewer households tuning in to watch relative unknowns compete for a title that once meant something significant.
The primary deterrent for superstar participation boils down to cold, hard risk management. Modern NBA stars command eight-figure salaries and represent massive investments for their franchises, often worth hundreds of millions in on-court production and off-court marketing value. The potential for injury during a made-for-television exhibition simply doesn't justify the reward, no matter how prestigious the title might once have been. Jase Richardson's terrifying moment during this year's competition perfectly illustrated this concern and validated the cautious approach many agents and front offices advocate. While attempting a baseline 360-degree dunk, the rookie lost control mid-air, crashed into the backboard support, and hit the floor with a sickening thud. Though he fortunately recovered quickly and walked away, the incident served as a stark reminder of what could go wrong in a split second.
Beyond physical danger, the threat of public humiliation and lasting reputational damage looms equally large for players carefully curating their brands. The dunk contest draws global attention from fans, media, and fellow players alike. A subpar performance or creative misfire can haunt a player's reputation indefinitely, becoming meme fodder and a permanent footnote in their career narrative. Consider Jaylen Brown's experience in 2024 as the perfect case study. Coming off an All-NBA season and fresh from leading the Boston Celtics deep into the playoffs, Brown delivered a technically solid performance, finishing second to the spectacular Mac McClung. Yet nobody remembers his runner-up placement or the quality of his actual dunks. Instead, Brown faces endless online mockery for his decision to dunk over seated streamer Kai Cenat—a creative choice intended to generate buzz that backfired spectacularly in the court of public opinion. The irony is that Brown deserved praise for stepping up when other stars declined, yet he became a cautionary tale that future stars will undoubtedly consider.
This is precisely why Jalen Johnson's commitment matters so much at this particular moment. As an emerging superstar known for his aerial acrobatics and highlight-reel finishes, his participation would instantly elevate the contest's credibility and marketability. The NBA would undoubtedly extend an invitation, recognizing the marketing goldmine of featuring a player of his caliber and potential. Johnson's combination of athleticism, creativity, and rising star power could potentially restore the event to its former glory, drawing back viewers who have tuned out in recent years and creating moments that resonate beyond the All-Star Weekend itself.
However, the young forward must understand the stakes involved. Success is not just preferred—it's absolutely essential. A disappointing showing or failure to connect with the audience would subject him to the same harsh criticism and social media backlash that has scared off other stars, potentially setting the event back even further and reinforcing the notion that only specialized dunkers should compete. He has approximately one year to refine his repertoire, develop signature dunks that will captivate audiences and judges alike, and build the mental fortitude to perform under intense pressure.
The basketball world should watch closely for subtle changes in Johnson's in-game dunking style throughout the upcoming season. Those transition slams and fast-break finishes may soon feature additional flair, creativity, or technical difficulty as he experiments with ideas for the big stage. His preparation will likely be meticulous and deliberate, knowing that his reputation and the contest's future partially rest on his shoulders. He may consult with past champions, study film of legendary performances, and work with trainers to perfect specific maneuvers that could become his signature moments.
The dunk contest's decline reflects broader changes in professional sports, where financial considerations and brand management often outweigh tradition and entertainment value. Players are more conscious than ever of their public image, long-term earning potential, and the business implications of every career decision. A serious injury in an exhibition could cost hundreds of millions in future contracts and endorsements, not to mention diminished quality of life. The calculus has fundamentally changed from the era when Michael Jordan competed multiple times despite already being a global icon.
Yet Johnson's declaration suggests a different mindset—one that values legacy, fan connection, and the pure love of the game over pure risk avoidance. This attitude could inspire other young stars to follow suit, creating a new generation of players willing to embrace the spectacle that made the All-Star Weekend special in the first place. If someone of Johnson's stature takes the plunge and succeeds, it could shift the perception of what's possible and worthwhile.
The challenge lies in balancing showmanship with safety, creativity with execution, and personal branding with authentic competition. Modern players have access to better training, nutrition, and recovery resources than their predecessors, potentially reducing injury risk. Social media also provides a platform to build hype, control narrative, and engage directly with fans in ways previous generations couldn't. Johnson could leverage these tools to turn his participation into a cultural moment rather than just a competition.
For the NBA, Johnson's interest represents an opportunity to reimagine the contest's format and presentation. The league could implement new safety measures, offer more substantial incentives, or create a system that encourages star participation while protecting their interests. Perhaps a charity component, where stars compete for causes they care about, could provide additional motivation. The current model clearly isn't working, and bold changes may be necessary to prevent the event from becoming completely irrelevant.
Ultimately, Jalen Johnson's promise to compete is more than just a personal goal—it's a potential turning point for one of basketball's most beloved traditions. Whether he can deliver on this bold declaration remains to be seen, but his willingness to try deserves recognition and respect. The dunk contest needs heroes, and Johnson has volunteered for the role. The coming year will reveal whether this becomes a reality that reinvigorates a struggling event or fades away as mere All-Star Weekend talk. For the sake of basketball fans everywhere, one hopes he follows through and inspires a new era of high-flying competition.