$2.78 billion sits in limbo awaiting NCAA settlement approval for past athletes. $5 million+ Bronny James netted in pre‑draft NIL contracts; $10 million per year flows into Kentucky’s “golden tier” NIL fund; and the 2021 Alston ruling dismantled the NCAA’s old amateurism wall, unleashing today’s brand‑first athlete economy. Amid these seismic shifts, Dwight Howard delivers a veteran’s reality check. And the message is simple: chase legacy over side quests
NIL fame can backfire, as Mikey Williams discovered when legal troubles marred his 2023 breakdown. Williams, once a high school phenom with Puma and other deals, faced legal issues in 2023. While he looked all but ready for the big stage, things took an unexpected turn. Faced with legal trouble, he found his path to the NBA becoming uncertain, and companies like LaceClips even ended up terminating their partnership. For someone who was a highly touted high school basketball prodigy, he only averaged 5.1 points, 1.9 rebounds, and 0.7 assists per game. While NIL offers opportunities, it also brings attention and pressure that some aren’t ready for.
Dwight Howard, while not involved in NIL deals due to entering the NBA before the policy’s introduction, has strong thoughts on the new landscape. On his podcast, Above the Rim, Howard shared a warning for younger athletes. Quoting someone whose net worth is roughly $2.5 billion, Jay-Z, he reminded young athletes, “I’m not a businessman, I’m a business, man.” Howard believes every athlete should treat themselves like a brand. He shared, “Why do it for a company when you can do it for yourself? Everybody’s their own brand.” He also warned that many young athletes get distracted by the immediate money, especially when they see others cashing in.
LOS ANGELES, CA – APRIL 03: Los Angeles Lakers center Dwight Howard 39 before the Denver Nuggets vs Los Angeles Lakers game on April 03, 2022, at Crypto.com Arena in Los Angeles, CA. Photo by Jevone Moore/Icon Sportswire NBA, Basketball Herren, USA APR 03 Nuggets at Lakers Icon2204031080
The biggest pitfall, Howard emphasized, is the temptation to focus on “side quests.” He observed that many young athletes chase fame and wealth from these side ventures while losing sight of the bigger goal: succeeding in their sport. Howard pointed out that some players make money through NIL but may not end up having successful careers in the NBA. “They could say they made something,” he noted, but he cautioned that they should focus on building their brand for the long term, not just on temporary distractions.
Dwight Howard didn’t need NIL to build wealth: here’s how he did it
Dwight Howard’s current net worth sits around $140 million. But unlike today’s young stars, he didn’t have NIL deals to start with. Back in 2004, when Howard skipped college and went straight to the NBA, players couldn’t profit off their name or brand unless they turned pro. There was no social media spotlight, no instant endorsements. His millions came from dominating the court, not from influencer deals.
At 18, Howard became the No. 1 overall pick in the NBA Draft. He carved out a legacy: eight-time All-Star, three-time Defensive Player of the Year, and an NBA champion. It was through his skills, he earned big contracts and sponsorships. He was even recently inducted into the Orlando Hall of Fame and is now looking forward to getting inducted into the Naismith Basketball Hall of Fame as well. But his riches didn’t come in a day. Instead of relying only on basketball, he started planning for life beyond the game early on.
Now, he owns several ventures across different industries. His Jayde Life Investment Group helps high earners manage and grow wealth. With Pixstory, he backs honest, meaningful digital conversations online. He’s also invested in Tapiture, a visual shopping and lifestyle platform. He even stepped into the world of media, with Press Pray Entertainment and Beyond Beyond Films. And in 2024, he entered the world of NFTs with “Ballers”.
Apr 7, 2022; San Francisco, California, USA; Los Angeles Lakers center Dwight Howard (39) hangs on the rim after a dunk during the second quarter against the Golden State Warriors at Chase Center.
What sets Howard apart is his mindset. He didn’t wait for brand deals to define him, but rather, he built his own. “Everybody’s their own brand,” he said on his podcast. That thinking didn’t come from NIL, it came from experience. While today’s athletes cash in early, Howard is proof that you can build a fortune without chasing every opportunity. He is even planning on working on something special with Ice Cube.
In a world where TikTok views translate into sponsor dollars, it’s tempting to treat every dribble as a brand moment. But Howard’s blueprint was forged long before documentary cameras rolled or NIL contracts landed. He bet on battles won and championships earned, and the market rewards that kind of longevity. If today’s phenoms want a legacy that outlasts social‑media cycles, they’ll follow his lead—champion first, entrepreneur second.
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