Bulls' Surprising 10-4 Start Has United Center Buzzing Again

The United Center is rocking again.

After years of half-empty arenas and apathetic crowds, the Chicago Bulls have given their long-suffering fans something they haven’t experienced since the Jimmy Butler era: genuine hope. The team’s surprising 10-4 start to the season—their best record through 14 games since 2016—has transformed game nights on Madison Street from obligatory attendance into must-see events.

“I’ve been a season ticket holder for 15 years, and I can’t remember the last time the building felt like this in November,” said Marcus Thompson, 52, of Bronzeville, after Saturday’s overtime victory against the Milwaukee Bucks. “People are actually watching the game instead of checking their phones. That tells you something.”

The Bulls’ resurgence has caught much of the basketball world by surprise. Preseason projections had Chicago finishing in the Eastern Conference basement, with many analysts suggesting the team would—or should—tank for a high draft pick. Instead, the Bulls have played with an energy and cohesion that has them positioned as a legitimate playoff contender.

The Coby White Breakout

No player has been more responsible for the turnaround than Coby White, the 25-year-old guard who has emerged as a legitimate All-Star candidate after years of unfulfilled potential.

Through 14 games, White is averaging 26.3 points, 6.2 assists, and 4.1 rebounds per game while shooting 46 percent from three-point range—numbers that put him in conversation with the league’s elite guards. His pull-up three-pointer, once a source of frustration for coaches who wished he would attack the rim more often, has become one of the most reliable weapons in the NBA.

“Coby has always had the talent,” said head coach Billy Donovan after Tuesday’s win over the Detroit Pistons. “What’s different this year is his consistency and his decision-making. He’s playing like a veteran now, not a young player trying to figure things out.”

White, who was selected seventh overall by Chicago in the 2019 draft, has endured a roller coaster ride during his time with the Bulls. He’s been a starter, a sixth man, and the subject of persistent trade rumors. His response has been to put in the work, spending the offseason refining his game and arriving at training camp in the best shape of his career.

“I just stayed patient and kept believing in myself,” White said. “I knew what I was capable of. It was just a matter of putting it all together.”

LaVine’s Renaissance

The other crucial piece of Chicago’s puzzle has been the rejuvenation of Zach LaVine. After an injury-plagued 2024-25 season that saw him appear in just 45 games, LaVine has returned healthy and hungry, averaging 23.8 points while playing the best defense of his career.

LaVine, 30, has long been one of the league’s most explosive offensive players, a two-time All-Star capable of scoring 40 points on any given night. What critics questioned was his commitment to the other end of the floor and his ability to coexist with other high-usage players.

This season, LaVine appears determined to silence the doubters. He’s buying into Donovan’s defensive schemes, communicating more actively on that end, and accepting a complementary role alongside White rather than demanding the ball in crunch time.

“Zach has been incredible,” Donovan said. “Not just with what he’s doing statistically, but with his leadership. He’s setting the tone for how hard we play.”

The chemistry between LaVine and White—both capable of creating their own shots and spacing the floor for each other—has given Chicago a backcourt that can match up with any in the conference.

Depth and Defense

Beyond the star duo, the Bulls have gotten contributions from throughout their roster. Second-year forward Julian Phillips has emerged as a defensive stopper, using his 7-foot-1 wingspan to disrupt passing lanes and contest shots. Veteran center Nikola Vucevic, often criticized in previous seasons for his defensive limitations, has embraced a reduced offensive role while anchoring the paint.

“We have a lot of guys who accepted their roles and are playing for each other,” said guard Ayo Dosunmu, who has thrived as a versatile defender and connector. “When you have that kind of unselfishness, good things happen.”

The results have been stark. Chicago ranks eighth in the league in defensive rating after finishing 22nd last season. The improvement is particularly notable given that the roster remains largely the same—suggesting that effort and scheme, rather than personnel changes, have driven the transformation.

A Franchise in Need of Joy

For a franchise that won six championships in the 1990s but has struggled to recapture that magic in the decades since, the early-season success has rekindled memories of what the Bulls can mean to Chicago.

The United Center, which holds more than 20,000 fans, has seen attendance surge in recent weeks. Secondary market ticket prices have doubled since the start of the season. The team’s merchandise sales are up 40 percent compared to the same period last year.

“The Bulls are part of Chicago’s identity,” said longtime radio play-by-play voice Chuck Swirsky. “When this team is good, the whole city feels it. You’re starting to see that energy come back.”

Of course, sustained success will require more than a hot start. The Bulls still face questions about their depth, their ability to close out tight games against elite competition, and whether this level of play is sustainable over an 82-game season.

What Comes Next

The schedule gets considerably tougher in the coming weeks, with matchups against the Boston Celtics, Cleveland Cavaliers, and Oklahoma City Thunder looming. How the Bulls handle that stretch will reveal whether this start is a harbinger of a genuine breakthrough or merely a pleasant early-season mirage.

For now, though, Chicago is savoring the moment. In a city that has grown accustomed to disappointment from its basketball team, even cautious optimism feels like a gift.

“I’m not getting ahead of myself,” Thompson said, pulling on his Coby White jersey as he headed toward the United Center exits. “But man, it feels good to believe again. I forgot what this was like.”

The Bulls return to action Tuesday when they host the Charlotte Hornets at 7 p.m. Tickets are still available, but they’re going faster than they have in years.