The phrase “the more things change, the more they stay the same” has perhaps never been more applicable than it is to the current state of USA Basketball’s marketing strategy. Just months after the controversial decision to leave Caitlin Clark off the 2024 Olympic team—a move widely criticized as a missed opportunity to grow the game globally—the organization finds itself in the center of yet another storm.

This time, the issue isn’t the roster itself, but how it’s being sold to the world. USA Basketball released the list of players invited to the Women’s National Team Training Camp in Durham, North Carolina, scheduled for December 12-14. On paper, the roster is a dream come true for basketball fans. It seemingly embraces the “Young Guns” era, featuring a who’s-who of next-generation superstars: Caitlin Clark, Paige Bueckers, Angel Reese, JuJu Watkins, and Aliyah Boston alongside established veterans like Aaliyah Edwards and Brittney Griner.

However, the goodwill generated by the roster announcement was almost immediately squandered by the promotional graphic that accompanied it.

The “Marketing Suicide” of the Promo Poster

In a move that has baffled analysts and infuriated fans, the official promotional image for the training camp featured none of the young superstars who have been driving record-breaking TV ratings and arena sellouts. Instead of placing Caitlin Clark—arguably the most recognizable face in women’s sports today—front and center, the graphic reportedly featured veterans Kahleah Copper, Alyssa Thomas, and Jackie Young.

“This is Marketing 101,” argued Ben Daniel on The Ben Daniel Podcast, echoing the sentiments of a confused fanbase. “You put your best marketing tools on the poster to captivate the audience.”

The critique is simple but devastating: If a casual sports fan scrolls past a graphic featuring Kahleah Copper or Alyssa Thomas, they might not stop. These are incredible players, but they do not command the mainstream recognition that Clark, Bueckers, or Reese do. By failing to showcase the players who are currently revolutionizing the sport’s popularity, USA Basketball is effectively hiding its best assets.

A Deliberate Snub or Pure Incompetence?

The omission has fueled speculation that the “Old Guard” mentality is still running the show at USA Basketball. Critics argue that the decision feels less like an oversight and more like a deliberate attempt to suppress the narrative that the new generation is the primary draw.

“Who on this team would actually have an issue with Caitlin Clark being on this poster?” Daniel asked, suggesting that the only reason to exclude her is “pure old guard jealousy, spite, and hate.”

The fear—or refusal—to “ruffle feathers” among veteran players seems to be prioritizing internal politics over the growth of the sport. It raises an uncomfortable question: Is the organization so beholden to seniority that they are willing to sacrifice millions of impressions and potential new fans just to keep the veterans happy?

Experts Weigh In: “They Failed to Grow the Game”

The backlash isn’t limited to angry fans on social media. Veteran sports journalists are also pointing out the absurdity of the situation. Christine Brennan, the author of a book on Caitlin Clark and a long-time sports reporter, took to social media to critique the move.

Brennan noted that the mission of a National Governing Body (NGB) is not just to win medals, but to grow the sport. She pointed out that if USA Basketball truly wanted to generate unprecedented attention for a team that saw a drop in viewership during the Paris Olympics, they would have plastered Clark’s face everywhere. By sticking with the status quo, they are failing in that second, crucial part of their mission.

The “Photoshop” Excuse Doesn’t Fly

Defenders of the graphic might argue that USA Basketball simply used photos of players who have previously worn the senior national team jersey. Clark, having not played on the senior team yet, might not have a recent photo in the specific uniform they wanted to use.

However, in the age of digital media, this excuse falls flat. “Photoshop is a hell of a drug,” Daniel quipped. The ability to edit Clark into a current jersey—or simply use a photo of her from her FIBA U19 days—is readily available. Furthermore, Paige Bueckers and Angel Reese also have history with the program. To exclude all of them suggests a pattern rather than a logistical hurdle.

Conclusion: Dropping the Ball on a Golden Era

The recurring theme with USA Basketball recently seems to be a struggle to adapt to the new reality of women’s basketball. The sport is currently enjoying a “Golden Era” of popularity, driven largely by the very players this promo graphic chose to ignore.

It is comparable to a waiter carrying a tray full of cash and slipping on a banana peel. The potential is right there—the audience is hungry, the stars are aligned, and the interest is at an all-time high. Yet, with every misstep, USA Basketball seems to be letting the opportunity slip through their fingers.

For the December camp to be the massive cultural event it deserves to be, the organization needs to stop being scared of its own shadow. They have the players the world wants to see. Now, they just need to let the world see them.