The Chicago Bulls have a gem in Coby White, a dynamic guard with the potential to be a cornerstone for the franchise. Drafted seventh overall in 2019, White has shown flashes of brilliance over his six seasons in the NBA, yet he’s still waiting for his true breakout moment. Despite averaging 20.4 points, 4.5 assists, and 3.7 rebounds per game in the 2024-25 season, something seems to be holding him back from reaching the next level. What’s the missing piece? It’s simple: the Bulls have consistently deprived White of the one thing he needs most—a featured role as the primary offensive option.
A Career of Untapped Potential
Since entering the league, White has been a talented scorer with a quick first step, a knack for three-point shooting, and an improving all-around game. His 2023-24 season was a breakout of sorts, where he averaged 19.1 points, 4.5 rebounds, and 5.1 assists, earning him second place in the NBA’s Most Improved Player voting. The following season, after Zach LaVine’s trade to the Sacramento Kings, White stepped up even further, posting 23.1 points per game on 46.9% field goal shooting and 37.2% from three in 32 games without LaVine. These numbers scream potential, but they also highlight a frustrating reality: White’s best performances have come when given the opportunity to lead, which has been far too rare.
The Bulls’ crowded backcourt has often relegated White to a secondary or even tertiary role. Players like Zach LaVine, DeMar DeRozan, and now Josh Giddey have taken precedence, limiting White’s touches and offensive responsibilities. Even when he’s shown he can handle a heavier workload—like during LaVine’s absences in 2023-24 (20.8 points, 5.5 assists over 60 games) and 2024-25 (22.9 points over 34 games)—the Bulls have hesitated to fully hand him the keys. This lack of trust and opportunity is the hidden factor stunting his growth.
The LaVine Effect and a Crowded Backcourt
For much of White’s tenure, Zach LaVine’s presence has been a double-edged sword. LaVine, a high-volume scorer, often dominated the ball, leaving White to operate as a spot-up shooter or secondary creator. While White thrived in spurts when LaVine was sidelined, averaging 22.9 points on 47% shooting post-LaVine’s January 27, 2025 absence, his efficiency dipped after LaVine’s trade in February 2025. Without LaVine, White’s field goal percentage dropped to 39.6% on drives and 39.6% overall, suggesting he struggled to adjust to the increased defensive attention as the primary option. This dip, however, isn’t a sign of inadequacy but rather a lack of consistent experience in that role.
The Bulls’ roster construction hasn’t helped. With additions like Lonzo Ball, Alex Caruso, and now Tre Jones and Kevin Huerter from the LaVine trade, Chicago’s backcourt is overcrowded with guards vying for minutes and touches. Even Josh Giddey’s arrival in 2024-25, while complementary in an up-tempo system, has shifted some playmaking duties away from White. This logjam has prevented White from developing the rhythm and confidence needed to become a true star.
Why Opportunity is the Key
White’s game thrives when he’s given the freedom to create. His ability to score at all three levels—evidenced by his career-high 45.3% field goal shooting and 4.1 free-throw attempts per game in 2024-25—shows he’s more than just a shooter. His improved playmaking (5.9 assists over 35 games in 2023-24) and defensive hustle (fifth in the league in defensive loose balls recovered in 2023-24) demonstrate a growing all-around game. Yet, without consistent opportunities to lead the offense, White’s development remains stunted.
The Bulls’ reluctance to fully empower White is particularly puzzling given his team-friendly contract ($12.8 million in 2025-26) and impending unrestricted free agency in 2026. With the NBA’s extension rules limiting Chicago to offering only a 140% raise off his current salary, White could command a starting salary of $30-$51 million on the open market. If the Bulls don’t give him the chance to prove his worth now, they risk either losing him for nothing or overpaying to keep him without fully understanding his ceiling.
The Path Forward
For White to break out and become the All-Star-caliber player he’s capable of—potentially mirroring Jalen Brunson’s leap with the Knicks—the Bulls must commit to making him the focal point of their offense. This means designing plays that allow White to initiate, create off the dribble, and handle the ball in crunch time. His 8 points and 2 assists per game in the fourth quarter during a 12-game stretch in 2023-24 show he can deliver when trusted. The Bulls’ 19-15 record in 34 games without LaVine in 2024-25 further proves that White’s increased role correlates with winning basketball.
Chicago’s front office faces a critical decision. With young talents like Matas Buzelis and Josh Giddey emerging, and veterans like Nikola Vucevic potentially on the trade block, the Bulls must decide whether to build around White or use his value as a trade asset. Trading him could yield a significant return, as teams like the Magic, Pistons, or Nuggets could covet his scoring prowess. However, given his age (25) and upside, the smarter move is to invest in him now by giving him the starring role he’s been denied.
Time is Running Out
The clock is ticking for the Bulls to unlock Coby White’s full potential. With only one season left on his contract, Chicago must stop hiding the ball from him and let him lead. His flashes of brilliance—36 points against the Kings in 2021, 26 points and 11 assists against the Heat in 2023-24, and a 15-5 record in the final 20 games of 2024-25—prove he’s ready for more. The Bulls’ failure to consistently empower White has kept him from breaking out, but it’s not too late. Give him the keys, let him learn by fire, and watch him shine—or risk losing a potential star for nothing.