30 Years of Nike EYBL Peach Jam History

Origins in Augusta

The Nike EYBL Peach Jam began as a summer travel tournament dreamed up by Georgetown assistant coach Eddie Meyers in 1995. He presented the concept to former Augusta University athletic director Clint Bryant, who saw the potential for a year‑round basketball showcase. After rejecting Myrtle Beach and Las Vegas as too logistically tough, Bryant suggested Augusta, touting its world‑class golf courses and multiple gyms within a mile of Augusta University. A quick tour of the Riverview Park Activities Center in nearby North Augusta convinced Nike that this was the right fit, sealing the city’s role as the tournament’s permanent home.

Initially the event was called the Peach Basket Classic, but from the second year onward it became the Peach Jam, a name that reflected the fruit’s deep roots in both Georgia and South Carolina. Over 500 college coaches attended the inaugural 1996 edition, drawn by the promise of elite high‑school talent. Future NBA stars such as Elton Brand, Baron Davis and Dirk Nowitzki laced up for that first tournament, underscoring its early reputation as a talent pipeline.

Clint Bryant later reflected on the gamble he made, noting that even Nike had no idea how lasting the tournament would be. He recalled a conversation with the brand about trying to replicate the model elsewhere, saying, “We thought it was a good idea conceptually…every major shoe company across the country has been trying to model and duplicate it since that time.” The decision to host the event helped cement Augusta’s identity as a hub for high‑level basketball each July.

First Tournament and Early Stars

When Will Avery, a Westside High School point guard from Augusta, stepped onto the court at Peach Jam, he was not just playing in front of college recruiters but also in front of family. Avery described the experience as the first time his grandmother saw him play a travel game, noting the rarity of top‑level tournaments in the area. He poured in 39 points against the Tennessee Travelers in his debut, ultimately leading the tournament in scoring and showcasing the event’s ability to surface local talent.

The 1996 tournament attracted teams from across the United States and even one side from Europe, highlighting its early national reach. The exposure proved priceless for players like Avery, who later became an NBA draft pick, and it reinforced the event’s reputation as a breeding ground for professional athletes. The sheer size of the turnout also gave early indications that the tournament would become a fixture in summer basketball calendars.

A decade and a half later, two of those high‑school phenoms—Jalen Brunson and De’Aaron Fox—crossed paths again on a national stage, this time facing each other in the 2026 NBA Finals. Their journey began at Peach Jam in 2014, where they were just teenagers trying to make a name for themselves under the bright lights of North Augusta.

Growing Impact and Legacy

Three decades after the first games, Peach Jam is now the second‑largest economic driver in Augusta, trailing only the Masters Tournament. The tournament consistently fills every seat with college coaches, agents and fans eager to scout the next wave of talent. Its longevity has made it a touchstone for the community, with longtime residents like Clint Bryant reflecting on its role in shaping both local pride and national basketball pathways.

Former NBA star LeBron James has been a recurring presence, coaching the Strive for Greatness squad in 2023 and appearing on the sidelines during games in 2022. More recent years have featured rising stars such as CP3 Mason Collins dunking in 2025 and Utah Prospects guard Jamyn Sondrup showcasing his playmaking in the same year. The event’s ability to draw current NBA talent back to the youth stage reinforces its reputation as a launchpad for future champions.

Even Carmelo Anthony stepped onto the sidelines in 2025, offering his perspective as Team Melo looked to add another layer of experience for the players. Chris Paul, meanwhile, was seen coaching Team CP3 in the same season, underscoring how the tournament now serves as a training ground for veterans eager to give back to the next generation.

Recent Highlights (2022‑2025)

2022 saw several memorable matchups, including a nail‑biter where The Skill Factory edged CP3 59‑58 behind Elijah Crawford’s shooting. The Skill Factory’s win over Strive for Greatness, 65‑50, featured LeBron James making an appearance on the bench. In the same year, Alabama Fusion shocked The Skill Factory in overtime, 78‑77, with Aumauri Tillman’s decisive shot.

By 2023, LeBron James stepped into a coaching role for Strive for Greatness, lending his expertise during the fourth day of the tournament. The 2024 season introduced new faces like CP3 Mason Collins, whose powerful dunk in 2025 electrified the crowd. Team Durant claimed a victory over Utah Prospects that year, with Jamyn Sondrup contributing a strong performance.

These recent years have shown Peach Jam’s evolution from a high‑school showcase to a multi‑generational event, now serving as a platform where legends coach, young talents shine, and the community gathers around basketball. The tournament’s staying power is evident each July, as the city of Augusta continues to host the sport’s future stars.