NBA All-Star 2026: Dominique Wilkins Gets Candid On Why Star Players Aren’t In Slam Dunk Contest

Forbes Business

by DJ Siddiqi, Contributor

February 14, 2026

AI-Generated Deep Dive Summary

Dominique Wilkins, a legendary figure in NBA history, recently shared his insights on why star players are increasingly avoiding the AT&T Slam Dunk Contest. In an exclusive interview, he revealed that the physical toll, potential risks of injury, and time constraints associated with preparing for the event often deter top-tier athletes from participating. This reluctance highlights a growing trend that has left organizers and fans alike wondering how to reignite the contest's former glory. The Slam Dunk Contest, once a staple of All-Star Weekend, has seen declining interest from elite players in recent years. Wilkins, who won the contest twice during his career, explained that modern athletes prioritize their long-term health and team commitments over the spectacle. He emphasized that the grueling preparation required to perfect dunk routines can strain a player's body and divert focus away from their primary goal of winning championships. Wilkins' comments also touch on broader business implications for the NBA. The contest, a key marketing tool for AT&T and other sponsors, has struggled to draw the same level of excitement without marquee names like Michael Jordan or Kobe Bryant. This shift underscores the challenges brands face in maintaining audience engagement when relying on high-risk, high-reward events. As the league explores ways to reinvigorate the contest, Wilkins suggests experimenting with new formats or incentives that balance creativity and player safety. Ultimately, Wilkins' perspective offers valuable insight into the delicate balance between entertainment and athlete welfare. His observations not only shed light on why star players are hesitant but also point to potential solutions for revitalizing the event. For businesses invested in the NBA's entertainment ecosystem, understanding these dynamics is crucial to maintaining fan interest and maximizing return on investment.

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Originally published on Forbes Business on 2/14/2026