PHOENIX – A new era is dawning in the desert. After an offseason of upheaval and uncertainty, the Phoenix Suns open their season Wednesday night against the Sacramento Kings, marking the first step into the Jordan Ott era, with Devin Booker back at the forefront and the Kevin Durant-Mike Budenholzer chapter firmly behind them.
No one is more fired up than the ever-optimistic Mat Ishbia. In April, he called 2024 both “embarrassing” and “a failure.” Now, he insists the culture has been rebooted and redefined. From the head coach to the general manager to the roster, the Suns have hit the reset button. Although the impact may not be obvious on opening night, the franchise is signaling a renewed sense of purpose and upward trajectory.
“To be honest, it took too long to make this change – two and a half years,” Ishbia said. “But now that we’ve defined our identity and aligned everyone – owner, GM, coach, players – it’s action time.
“We’re still not all the way there, but I’m really happy with where we’re at. It’s about doing it for 48 minutes, for 82 games. It’s not just on the court – it’s off it, too. We’ve changed the identity in Phoenix.”
Ishbia hasn’t shied away from making that culture shift known publicly. Late Tuesday, he took to X to respond to an article by Bill Simmons, the well-known sports writer, podcaster and CEO of The Ringer, who delivered a hot take claiming the Suns will have the worst defense in the NBA this season. Simmons has some ground to stand on: Phoenix finished 27th in defensive rating in 2024, at 117.7.
But offseason additions such as Dillon Brooks, Mark Williams and Khaman Maluach, coupled with Ott’s vision for a more defense-oriented team, suggest the Suns improved in that area, contrary to Simmons’ prediction. Seizing the moment, Ishbia made fans both a promise and a bet.
“(Bill Simmons), you and your crew have some good takes and some that are terrible,” Ishbia wrote on X. “You’re the betting guru, and even you know better than to actually take this bet. Tell you what — go put your money on this take. When you lose, I will donate the same amount to the charity of your choice. Different culture and different team in PHX this year. Let’s go!”
Ishbia is no stranger to firing back at criticism. In April, when ESPN’s Stephen A. Smith called him “on the verge of being recognized as the worst owner in the history of basketball,” Ishbia dismissed the remarks as “out of line,” adding that Smith’s past comments about Kevin Durant and LeBron James were also disrespectful.
Later, in August, he pushed back on ESPN insiders who predicted Phoenix would “take a tumble,” pointing out that those same analysts had pegged the Suns as championship contenders last season. If they were wrong then, why trust them now?
This season, all eyes are on Phoenix to see if Ishbia’s confidence translates into results. He has taken a hands-on approach like never before, steering the ship with a focus on clear, intentional change. From daily conversations with general manager Brian Gregory to progress reports with Ott, Ishbia has tightened the lines of communication, forging a sharper, more unified vision of what the Suns stand for, on the court and off.
“There’s more communication this year. … We’re now doing it a different way – the Suns’ way around here – and it’s going to involve more communication,” Ishbia said. “We’ve had to define the identity. We’ve all had to be aligned on what that identity means and what we’re going to do, and not just say these buzzwords.
“It’s about what you’re actually going to see differently … whether it’s guys diving on the floor, everyone picking each other up, all the little things that turn into successful organizations and programs. We all believe in that, and we’re really focusing on those things.”
Phoenix Suns guard Koby Brea runs drills during a practice at the Verizon 5G Performance Center on Oct. 22, 2025, in Phoenix. (Photo by Lorenzo Gomez/Cronkite News)
Ishbia stresses that, even with the increased communication about team progress, his role isn’t to dictate player decisions, as that responsibility falls to Ott and Gregory. His job is to provide support, foster a sense of family, and reinforce the “Suns way.” He stays connected by checking in on players’ well-being, how they’re settling into Phoenix and their relationships with coaches, while also sharing updates about his own family.
Even with this hands-on approach, Ishbia doesn’t feel the need to hover over Ott. Though this is his first head coaching role, Ott has been immersed in the NBA since 2013, starting under then-Atlanta Hawks coach Budenholzer as a video coordinator and now stepping into the same head coaching role Budenholzer previously held. Now leading Phoenix as the team’s new innovator, Ott has consistently impressed Ishbia with his basketball knowledge, his approach to player development and his forward-thinking vision for the game.
“Just getting to know him … he thinks about basketball in such a creative, innovative way,” Ishbia said. “I really like what I describe him – I’m like, he’s coaching like people are going to be coaching in 2030 … he’s analytical, but practical. He’s been a joy to watch … he’s a young coach and he’s going to develop, just like our players. … I’ve been real happy with him, and I love talking hoops with him.”
The influence of Ott and Ishbia’s culture is already taking shape on the court. Suns guard Collin Gillespie began last season on a two-way contract and fought his way into the rotation, rising from just three minutes per game in October to 23 by April. Now, after earning a guaranteed one-year deal, he is poised for an even bigger role, a progression that reflects his relentless work ethic and unwavering commitment.
Ishbia called Gillespie “a great example of what we mean” when describing the new Phoenix identity, showing how the culture shift is not just talk and is manifesting in every play.
Gillespie made headlines on October 17 when, through the Suns’ socials on X, Dillon Brooks finally unveiled what he had been teasing all through training camp: Gillespie’s new nickname, “Villain JR.” Brooks, famous for his own “Dillon the Villain” persona built on relentless effort and competitive fire, saw the same traits in Gillespie, and noted that Gillespie himself asked for the moniker.
“I said it as a joke in the beginning, but I guess it fits,” Gillespie said. “I play a similar way – mentality-wise. He’s not going to back down from anybody, won’t take any sh–. I’m the same way. That’s probably how it started, but it got kind of blown out of proportion. I’m just going to play hard and compete every possession.”
Turning around the identity and culture of this franchise will not happen overnight. Phoenix would love to have 12 players with the same competitive edge as Brooks, but even one is a strong start. Ishbia acknowledges it is a gradual process.
“We got 82 games, and we got to do it every single day, and they do it again next summer,” he said.
For players like Gillespie and the rest of the Suns carrying a chip on their shoulder, the excitement to get started is palpable.
“Of course. Who doesn’t get that extra adrenaline?” Gillespie said. “You work all summer and finally get to play against somebody else. You kind of have to manage that, just because you haven’t played in a while. I’ll probably try to go home and take a nap – we’ll see if I can or not.”
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