Barbara Pierce Bush may be best known to many Americans as the daughter of former President George W. Bush and the twin sister of Today show host Jenna Bush Hager, but her current career has taken her far beyond politics and television. As the NBA prepares for its All-Star Weekend in Los Angeles, Bush is stepping into the spotlight for something she calls her “dream job”—helping lead the league’s social impact work.

Bush currently serves as the NBA’s Vice President of Social Impact, a role she was promoted into in 2023. Her job focuses on initiatives involving racial justice, public service, health programs, mental health awareness, and building stronger community partnerships. While her family name draws attention, Bush has emphasized that the mission—not the fame—is what motivates her, explaining that the NBA has the power to bring people together during a time when many feel isolated and disconnected.

Her path to the NBA wasn’t exactly traditional. Bush originally built her career in global health and nonprofit work, with experience ranging from the Smithsonian’s Cooper-Hewitt museum to the Red Cross Children’s Hospital in South Africa. She also worked as an executive-in-residence at Schmidt Futures and co-founded Global Health Corps, an organization that develops young leaders tackling major public health challenges.

Bush’s interest in the NBA grew during the COVID-19 pandemic, when the league used its arenas for vaccine distribution sites and voting centers. That commitment to public service caught her attention, and while working with a foundation, she began collaborating with NBA leaders. After expressing interest in joining the organization, she later applied for an opening and has now been with the NBA for about three years.

At this year’s NBA All-Star Weekend in Los Angeles, Bush is heavily involved in organizing youth programming and community initiatives in partnership with the LA Clippers. One major project includes renovations at the Weingart YMCA in South Los Angeles, where spaces such as a STEM lab, teen center, and basketball court are being upgraded. Bush highlighted the symbolic importance of the YMCA, noting that basketball itself was originally created there.

Bush is also helping oversee events like the All-Star Pitch Competition, where seven local entrepreneurs will compete for $200,000 in prizes in a “Shark Tank”-style contest judged by celebrities and business leaders. Youth engagement continues with Jr. NBA/Jr. WNBA Day, welcoming 1,000 kids for basketball clinics, as well as NBA Cares Day of Service, where volunteers will assist Habitat for Humanity and Baby2Baby.

Another major highlight is the Basketball Without Borders Global Camp, bringing elite high school prospects from around the world to train and participate in skill-building programs. Bush also expressed excitement about the NBA Total Health All-Star Walk, a two-mile public event promoting wellness, featuring NBA and WNBA legends and health screenings.

Outside of her NBA career, Bush has also co-authored five books with her sister, including memoirs and illustrated children’s books.

Ultimately, Barbara Pierce Bush’s role proves she’s carving her own identity—one focused on health, equity, and using sports as a force for community change.