Joakim Noah is returning to Cleveland nearly a decade after one of the most viral press conference moments of his career, but this time with a fresh outlook.
In a new episode of NOMAD debuting this weekend, Noah revisits the city he once called “depressing,” approaching it with curiosity. The result, according to reports, is a more personal and reflective look at both Cleveland and himself.
The series reflects Noah’s shift in perspective. No longer an active player, he travels the world exploring how basketball is experienced across different cultures, approaching the game not as a competitor but as someone eager to learn and connect.
Noah’s Evolving Perspective
“It’s a moment that has followed me for a long time,” Noah said of his previous words about Cleveland. He added that he thought everyone wanted him to do this episode because they thought it would be funny.
He continued: “It was definitely very different than I expected. It was definitely uncomfortable… but it was also a great growing experience.”
Noah noted that his comments came immediately after the Chicago Bulls’ Game 1 playoff loss in 2010 against LeBron James and the Cleveland Cavaliers, a detail he says is often overlooked.
“What people don’t realize is that moment was so real because it was after a game one loss in the playoffs,” he explained. “So being able to face that, it was important.”
Discovering Cleveland Beyond the Arena
This time around, Noah steps outside of the arena environment that once defined his relationship with Cleveland. Instead, he spends time meeting locals, walking through neighbourhoods, and engaging with the city beyond basketball.
He found warmth, including from someone he calls “Cookie Mom,” a local who had shown him kindness even after his original comments.
“There’s angels along the way that you don’t forget,” he said. “She was always there to show me love… no agenda, just from the goodness.”
According to Noah, what stood out most was the people.
“I think what surprised me the most is just how open the people were, how receiving they were, wanting to share that Midwest mentality just simple and hardworking,” Noah said. “Everybody that we talked to was just so nice… I was expecting a completely different reaction.”
Finding Peace in a New Chapter
The episode blends old footage of Noah’s fiery playing days with a more measured, introspective version of himself today. Now 40 and years removed from the NBA, he’s learning how to channel that same competitive energy differently.
“For 20 years of my life, it was going into arenas… representing something bigger than me,” he said. “But I’m not a gladiator anymore… it’s about finding peace in the journey.”
He added, “I went to Cleveland to find cool locations… but I realized it was really about if I was ready to face all the things that I said in real time so it was a learning experience for me.”
Rather than regret, Noah views the experience as growth, from a 24-year-old fuelled by rivalry and something more.