Duke’s Jon Scheyer Makes Bold Move, Brings Rachel Baker Into Men’s Basketball Leadership Team
In a groundbreaking move that’s turning heads across the college basketball landscape, Duke head coach Jon Scheyer has brought Rachel Baker onto the men’s basketball staff in a unique and forward-thinking role. This hire isn’t just about adding another coach—it’s about redefining what leadership looks like in modern college athletics.
Rachel Baker, known for her sharp insight, strategic mindset, and deep understanding of athlete branding and development, joins the program in a player-focused leadership position. While not a traditional basketball hire, her background in marketing, brand management, and athlete relations signals a major shift in how top programs are thinking beyond the court.
Previously affiliated with Nike and the NBA, Baker’s experience in navigating the evolving world of NIL (Name, Image, and Likeness) rights, personal branding, and player development makes her an ideal fit for a modern powerhouse like Duke. Her job? To help players grow not just as athletes, but as complete individuals prepared for life at the next level—whether that’s the NBA or beyond.
Coach Scheyer praised Baker’s addition, calling her “a visionary leader with a unique perspective.” He added, “Rachel understands the challenges today’s players face both on and off the court. Her role is vital in shaping a culture that supports holistic growth.”
This isn’t the first time Duke has innovated in the college basketball space, but it may be one of its most strategic moves yet. By prioritizing player development in a broader sense, the Blue Devils are sending a clear message: excellence now goes far beyond basketball skills.
As the NCAA continues to evolve, Duke is staying ahead of the curve—and with Rachel Baker on board, they’re making sure their player7s do, too.
