Duke basketball made a monumental addition to their program, welcoming Rachel Baker as their first-ever General Manager. As a former athlete herself, Baker brings a wealth of knowledge and expertise to the program, specifically in enhancing players’ personal and professional skill sets and navigating new frontiers of college basketball, including Name, Image, and Likeness opportunities.
Baker’s collegiate athletic career at La Salle University in Philadelphia further speaks to her passion and dedication to sports. She was a four-year letter winner on the lacrosse team while earning her degree in communications. Moreover, she holds an executive education certificate in the business of entertainment, media, and sport from Harvard University.
With almost a decade of experience at Nike and a year working in the NBA, Baker’s leadership development, experiential marketing, and relationship and community-building skills are unparalleled. She led initiatives focused on transforming the culture of basketball and the athlete development journey, managing strategic partnerships between Nike and NBA All-Star Kevin Durant, and leading grassroots partnerships and event strategy for Nike’s Elite Youth Basketball League.
But Baker’s accomplishments go beyond her professional work in sports marketing. She is a philanthropist at heart, demonstrated by her role as the marketing and brand lead of a season-long task force in rebranding the WNBA and introducing digital solutions to refresh the NBA All-Star Game and NBA Combine. Baker’s experience and gifts will provide unparalleled resources to players and their families as they navigate the ever-changing landscape of college basketball.