“He’s Hard to Market”: Former Teammate Questions Nikola Jokic’s Star Appeal Due to Lack of Charisma…
DeMarcus Cousins has expressed doubts about Nikola Jokic’s suitability as the NBA’s leading figure, suggesting that the Serbian star lacks the charisma and engaging personality typically associated with being the face of the league.
The conversation around who qualifies as a true NBA superstar remains a hot topic—not just for up-and-coming talents like Tyrese Haliburton and Shai Gilgeous-Alexander, but also for seasoned players such as Jokic and Jayson Tatum. For international stars in particular, the question isn’t just about talent, but who possesses the qualities to become the global ambassador of the sport.
Jokic has certainly earned his place in such conversations, having won three MVP awards in the past five seasons and delivering an NBA championship to the Denver Nuggets. Still, Cousins—who played alongside Jokic during the 2021–22 season—believes that, despite his achievements, Jokic struggles to fit the mold of a marketable NBA icon. On FanDuel’s ‘Run It Back’ with Michelle Beadle and Chandler Parsons, Cousins voiced his concerns:
“You can’t be a superstar if your recognition is limited to the United States. The NBA is a global brand. To achieve superstar status, you need worldwide appeal—charisma plays a big part in that.”
He continued:
“As great as Jokic is, he’s not marketable. He doesn’t have a standout personality, and that’s his personal choice. I was his teammate and saw firsthand that he doesn’t care for the spotlight or fame. On the other hand, you have someone like Anthony Edwards—every word he says is captivating. Charisma and personality are essential to becoming a superstar.”
Cousins’ critique is informed by experience; he played 29 games with Jokic during his brief stint with the Nuggets. While personal bias may exist, his insights are rooted in lived interactions with the Serbian center.
There is some truth to Cousins’ observations—Jokic’s demeanor doesn’t always resonate with fans. For example, the 2023 NBA Finals, which featured the Nuggets, was the fifth least-watched Finals series in recent history. This suggests that despite his elite performance, Jokic’s personality may not captivate a broader audience.
Jokic has openly admitted that basketball isn’t his sole passion. He prefers activities like horse racing in his spare time, distancing himself from the typical image of an athlete whose life revolves entirely around the game. This is in stark contrast to the image shaped by legends like Michael Jordan and Kobe Bryant, whose relentless work ethic and total commitment to basketball have become the standard for greatness.
Figures like Bryant and Jordan created an ideal of the superstar as someone deeply obsessed with the sport, mixing competitive fire with either admirable or flawed human traits. Anthony Edwards seems to embody this blend—his passion for basketball is unmistakable, and his imperfections make him relatable.
In contrast, Jokic’s more laid-back and less basketball-centric personality can make him a hard sell to fans who expect their sports heroes to live and breathe the game. This is why Cousins’ viewpoint—that Jokic is difficult to market in today’s NBA—may hold some weight.
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