The Chicago Bulls are still in the grips of a grueling, long-term rebuild, which comes with serious struggle. But amid that, Caleb Wilson is a star in the making.

The buzz around him is so palpable that he has already landed his first professional commercial spot. On Wednesday, New Balance officially released a new 30-second ad featuring Wilson taking jump shots.

It features a collage of images that go from him in his current years to home movies of him as a kid taking shots. In the ad, Wilson speaks to his genuine enjoyment of the process of being great and encouraging others to follow his lead.

“To all of you trying to make it work,” Wilson said. “Keep going. The work takes care of you. And trust me, we will all get there. It is not easy. But we can never stop having fun with it.

Caleb Wilson is the star of the latest New Balance Basketball ad. #Bulls #UNC #GoHeels pic.twitter.com/RY1Bt9Rz6o

— Tar Heels Wire (@tarheelswire) November 5, 2026

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It goes without saying that Wilson is the archetype of a rookie we haven't seen in quite some time—a young man with tremendous poise, intelligence, and emotional maturity to match his obvious talent.

In fact, Wilson has received praise for a maturity rooted in his desire to get better. Plus, he doesn't want to wait for his turn; his turn has arrived. So far, Wilson has posted superb numbers, even as the Bulls are off to a bad start at 1-6. He is averaging 21.6 points and 6.7 rebounds per game while also shooting 43.2% from the field.

Meanwhile, the Bulls are taking on the New York Knicks at Madison Square Garden on Wednesday night.