For three decades the Nike EYBL Peach Jam has been more than a summer tournament; it is a rite of passage for the nation's top high‑school prospects and a catalyst for Augusta's seasonal economy.
Clint Bryant, who served as Augusta University's athletic director, introduced the event to the city in 1996. What began as a regional showcase quickly attracted college coaches, media attention, and a steady stream of talent.
The tournament's financial footprint now trails only the Masters Tournament, underscoring its role as a major driver of tourism and local business activity.
Over the years the Peach Jam has launched the careers of numerous NBA players, including Jalen Brunson, De'Aaron Fox, Elton Brand, Baron Davis, Dirk Nowitzki and Will Avery, many of whom first showcased their skills in front of scouts from across the country.
A regional hub for summer basketball
While the competition unfolds on courts in Augusta, the event spills into neighboring communities such as North Augusta and Myrtle Beach, drawing visitors from across the Southeast and even Las Vegas, Nevada.
The inaugural edition featured more than 500 college coaches, a testament to the tournament's early credibility. Organizers from Georgetown University have partnered with local officials to expand outreach and mentorship programs for participants.
Despite early doubts about its sustainability, the tournament's organizers and Nike have embraced its unexpected success, weaving it into the fabric of Augusta's identity and positioning it as a perennial fixture on the national basketball calendar.