PHOENIX — The Phoenix Suns leaned into one of the most defining parts of last season to roll out their 2026-27 NBA schedule, including a fan favorite in the social media release.
May 11, 2026; Los Angeles, California, USA; Phoenix Suns player Dillon Brooks attends game four of the second round of the 2026 NBA Playoffs at Crypto.com Arena. Mandatory Credit: Gary A. Vasquez-Imagn Images
For this upcoming season’s schedule, the Suns turned to forward Dillon Brooks — also known as the Villain — to take center stage of the promotion. Instead of reading from a pre-drafted script, Brooks crumples the paper and says, “We play everyone.” The schedule then rolls through the frame as Brooks stares into the screen, similar to what he does during pregame warmups.
While Phoenix could’ve leaned into a more dramatic or trendy release, it opted to make it something Suns fans have already seen and come to love from their Valley Villain.
Fantastic schedule release 😂😂 https://t.co/OYI2EmLXJC
— John Voita, III (@DarthVoita) August 13, 2026
Raise for social media team incoming @Suns https://t.co/b8RHEK1lGu
— Jordan Cuda (@JOCU_90) August 13, 2026
Love this,
I would of did a slow zoom on his face tho. If you gonna use Dillion really USE Dillion https://t.co/3GfdkghzJ7
— Y2J☀️ (@JayyyJoyce) August 13, 2026
Suns win. https://t.co/04JP2XBEYW
— Suns Uniform Tracker (@SunsUniTracker) August 13, 2026
Feb 1, 2026; Phoenix, Arizona, USA; Phoenix Suns forward Dillon Brooks (3) against the Los Angeles Clippers at Mortgage Matchup Center. Mandatory Credit: Mark J. Rebilas-Imagn Images
That approach is what makes the release connect with the fanbase. Rather than trying to chase whatever trend is popular, the Suns put one of their own players at the center of it and leaned into a personality fans have already embraced. Brooks’ Villain persona has become a recognizable part of the team, making the release feel like another piece of the identity the Suns have built around.
It’s a simple but authentic approach. Suns fans don’t need a viral trend to get excited about the upcoming season. They already have players they connect with, personalities they recognize and moments they’ve come to associate with the team.
Apr 7, 2026; Phoenix, Arizona, USA; Phoenix Suns forward Dillon Brooks (3) celebrates a shot against the Houston Rockets in the second half at Mortgage Matchup Center. Mandatory Credit: Mark J. Rebilas-Imagn Images
While some teams can get caught up trying to make every social media post the next big thing, the Suns’ approach showcases that sometimes the best way to do it is simply letting the players be themselves.
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Wendy Lopez is a reporter for Burn City Sports. You can follow her on her X account, @wlopezde
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