The Chicago Bulls are standing at a familiar crossroads, and Bulls fans might be feeling a bit of déjà vu as the Feb. 5 trade deadline approaches.
This time, the name at the center of the standoff isn’t Nikola Vucevic - it’s Coby White. The 25-year-old guard has emerged as one of the more talked-about trade candidates in the league, and not without reason. He’s a proven scorer with sneaky-good playmaking skills, and his $12.9 million salary makes him an appealing target for teams looking to bolster their backcourt without breaking the bank.
But here’s the rub: Chicago’s front office is reportedly holding firm on its asking price - an unprotected first-round pick. That’s a steep ask, especially for a player in the final year of his contract.
And it’s got the makings of a repeat of last year’s deadline misfire, when the Bulls refused to move Vucevic for what was reportedly a pair of second-rounders. That decision aged poorly, as Vucevic, now 35, is playing out the final months of his deal with limited trade value and little long-term fit on this roster.
The concern now is that the Bulls might be heading down the same path with White - only this time, the stakes are higher.
White has drawn interest from multiple teams, including the Timberwolves, Hawks, and Mavericks. He’s not a superstar, but he’s a versatile guard who can score in bunches and has improved as a facilitator.
For contenders needing a jolt off the bench or a spark in the starting lineup, he’s a plug-and-play option. But while his salary is manageable, it also makes finding the right trade partner - and the right return - more complicated.
So what is “fair value” for Coby White?
That’s the million-dollar question, and it’s where things get tricky. The Bulls reportedly want an unprotected first-rounder, even though White’s contract is expiring.
That’s a bold demand, especially considering his recent injury issues and uneven play this season. A year ago, that asking price might’ve been realistic.
Now? It feels like a gamble.
This is where Chicago’s front office, led by executive VP Artūras Karnišovas, needs to take a hard look at the bigger picture. The Bulls aren’t contending.
They’re stuck in the middle - not bad enough to bottom out, not good enough to break through. That’s a tough place to be in the NBA, and it’s exactly why asset collection should be the priority.
Even if White’s value isn’t what it was, there’s still a market for him. And if the best offer is a protected first-round pick - even one a few years out - plus a second-rounder or a pick swap, that might be the smarter play. Especially if the alternative is letting him walk in free agency for nothing, or locking him up on a deal that doesn’t align with the team’s long-term direction.
This isn’t about whether Coby White is a good player - he is. It’s about where the Bulls are as a franchise and what they need to build toward something better.
Hanging onto players until their value bottoms out has already hurt this team once. Doing it again would be a tough pill to swallow.
There’s still time for Karnišovas and the front office to pivot, to make a move that brings back future value and signals a shift toward a more sustainable path forward. But if they double down on the same strategy that left them empty-handed with Vucevic, it won’t just be déjà vu - it’ll be another missed opportunity in a season already short on wins.