Jonathan Kuminga is experiencing the strangest days of his NBA career. He’s anchored to the Golden State Warriors’ bench, a DNP for 10 consecutive games, yet he’s the focal point of a sophisticated “image campaign” designed to boost his trade value just days before he officially becomes eligible to be dealt (from Jan 15). While coach Steve Kerr remains silent, it’s the Warriors organization itself and teammate Draymond Green who are quietly telling a different story about Kuminga—not a disgruntled talent, but a mature young man and a great teammate.
A series of suspiciously timed events unfolded on Jan. 7:
5:00 AM: The Warriors’ social media accounts posted a 5-minute, 20-second video celebrating Kuminga’s journey from the Democratic Republic of the Congo to the NBA. While heartfelt, the timing—just 8 days before his trade eligibility—was dubbed a “trade deadline hype video” by the online community.
Later that day: The podcast account for “The Draymond Green Show” posted a clip with the standout message: “Jonathan Kuminga is the kind of guy you want in your locker room.” In the clip, Green recounts Kuminga calming down a frustrated Brandin Podziemski, showing “poise and maturity” rare for a 23-year-old.
Though a Warriors spokesperson denied a link between the video and the trade deadline, this sequence is clearly an effort to recast Kuminga’s public image from a difficult young talent into a consummate professional valuable to any team.
Behind the PR push lies a concerning reality:
Bench Exile: Kuminga hasn’t played in 13 of the last 14 games. This extended absence severely depresses his trade value. Teams are hesitant to pay a premium for a player with no recent game tape to evaluate.
Lack of Leverage: According to ESPN, the Warriors are willing to keep Kuminga past the Feb. 5 deadline if no good offers emerge. This signals that his market is cooler than they hoped.
Pipe Dreams: While owner Joe Lacob and GM Mike Dunleavy may dream of Anthony Davis or Giannis Antetokounmpo, the most likely return for Kuminga is a “good, not great” player.
Draymond Green’s move is layered with meaning. A year ago, he was a vocal defender of Kuminga, calling him a “future star.” Now, his tone resembles a carefully prepared farewell. He emphasizes the Warriors as an organization that “does right by players,” as if consoling Kuminga and preparing fans for an imminent departure.
We are witnessing the final act of the “Jonathan Kuminga in Golden State” saga. The Warriors organization, through official and unofficial channels, is trying to sell a story of potential and maturity, while his on-court value evaporates by the day on the bench.
January 15th approaches, the trade window officially opens. But will any team pay a high price for a “raw gem” left unpolished and frozen out? The answer will determine not only Kuminga’s future but also the Warriors’ ability to rebuild around Stephen Curry. One thing is certain: whether he stays or goes, Kuminga remains the central character in this turbulent season, even as he sits silently at the end of the bench.