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Most NBA Draft prospects spend years searching for the right agent. AJ Dybantsa never did.
As the projected No. 1 pick prepares to walk across the stage and shake hands with NBA commissioner Adam Silver, one of the most influential figures in sports business history will be standing nearby. Not because he's Dybantsa's agent, but because he's helping guide the next generation the same way he once guided a young kid named Shaquille O'Neal.
More than three decades after helping launch one of the biggest brands in sports history, Leonard Armato finds himself in a remarkably familiar position. The difference is that the game has completely changed.
A 34-year connection between two No. 1 picks
When Shaquille O'Neal entered the NBA in 1992, athletes weren't thinking about personal brands the way they do today. Armato helped change that.
Long before social media existed, he envisioned O'Neal as something much bigger than a basketball player. He helped create business opportunities in music, movies, endorsements and intellectual property. The famous Dunkman logo became one of the earliest examples of an athlete building a recognizable brand beyond the court.
Today, O'Neal is one of the most successful athlete-businessmen in the world. And strangely enough, he's the reason Armato ended up working with Dybantsa.
According to Sports Business Journal, O'Neal first noticed Dybantsa and his father, Ace, at a high school basketball event. The relationship reminded him of the one he shared with his own father and Armato during his rise to NBA stardom.
So Shaq made a call. That phone call may have altered the trajectory of basketball's next potential superstar.
AJ Dybantsa's camp never wanted a traditional agent
One of the most fascinating details in Dybantsa's story is that his family intentionally chose a different path. His father, Ace Dybantsa, has remained heavily involved in every major decision. Rather than handing control over to an agent, the family wanted an advisor who could help navigate opportunities while keeping the long-term vision intact.
That's where Armato fit perfectly. By his own admission, he isn't operating as a traditional NBA agent. Instead, he's functioning as a brand strategist.
The approach has already paid off. Dybantsa landed major NIL opportunities before even reaching the NBA, including partnerships with Nike, Fanatics and Red Bull. The latter has featured him prominently in marketing campaigns and is reportedly following his journey as part of a documentary project.
The deals aren't just about immediate money. They're about building something that lasts.
The lesson Shaq learned is now being passed on
What makes this story fascinating isn't the endorsements or the draft projections. It's the philosophy.
Armato has spent decades preaching that elite athletes should think like business owners rather than endorsers. That lesson helped transform O'Neal from a dominant NBA player into a business empire worth hundreds of millions.
Now he's helping Dybantsa apply the same blueprint. The projected top pick already has his own logo, "Starboy," a modern counterpart to Shaq's iconic Dunkman brand. He has carefully selected endorsement deals rather than signing with every company willing to write a check. Even at the NBA Draft Combine, Dybantsa reportedly arrived at team interviews carrying a laptop and prepared questions of his own.
That's not typical draft prospect behavior. That's someone preparing to run a business.
Why NBA teams should love this story
The basketball talent speaks for itself. Dybantsa has long been viewed as one of the most gifted prospects in recent memory. His athleticism, scoring ability and versatility have made him a favorite to hear his name called first on draft night.
But teams invest in more than talent when selecting a franchise cornerstone. They invest in leadership, maturity and professionalism.
The stories emerging from Dybantsa's inner circle paint a picture of a player whose parents emphasized accountability long before he became famous. According to Armato, AJ still handled everyday responsibilities growing up and embraced a mindset centered on earning opportunities rather than expecting them.
For NBA executives searching for the face of a franchise, that matters. And if Leonard Armato's track record means anything, Dybantsa's journey may only be getting started. After all, the last time Armato stood beside a future No. 1 pick, he helped create one of the most recognizable athletes on the planet.
Thirty-four years later, he's trying to do it again.
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