UCLA Bruins have announced a strategic reshuffle that places Max Feldman, a veteran scout and player‑development specialist, into the role of general manager. In this capacity, Feldman will oversee name, image and likeness (NIL) agreements while also guiding the development of the program’s emerging talent. The move signals the school’s intent to navigate the increasingly commercialized environment of college basketball.
Adapting to a New Era
The decision comes at a time when the sport’s landscape is being reshaped by the transfer portal and the proliferation of NIL opportunities. Legendary coaches such as Mike Krzyzewski, Jay Wright and Nick Saban have recently stepped away from their programs, citing the difficulty of sustaining success amid constant roster turnover and the pressures of modern recruiting.
UCLA’s leadership believes that a dedicated front‑office figure can bridge the gap between on‑court performance and the off‑court expectations of today’s student‑athletes. Feldman’s background with MADE Hoops and his prior work within the UCLA system are seen as assets that could help the Bruins maintain competitiveness while adhering to NCAA regulations.
Central to the Bruins’ plan is the development of Nikola Kusturica, a 6‑foot‑10 forward projected as a top prospect for the 2028 NBA draft. By investing in his growth, the coaching staff hopes to retain the young star and prevent a repeat of the departure of Aday Mara, who left for a rival program last season.
The initiative also extends to other promising newcomers, including forward Trent Perry, who has already demonstrated the kind of all‑around skill set that the staff envisions as a cornerstone for future seasons. With a focus on holistic player development, UCLA aims to turn its young roster into a cohesive unit capable of contending in an era defined by mobility and marketability.