THE OFFICIAL SITE OF
New Era Elite Athletics

Coach Donald Sims III was born in New Orleans, Louisiana and is a devoted follower of Christ whose faith anchors his leadership both on and off the court. He discovered his love for basketball at Anna High School, where his passion for the game and for mentorship first took root.

At just 16 years old, Coach Sims began his coaching journey, leading a 6th-grade team with the Red Warriors under the mentorship of Coach Marcus Jones. It was during this formative experience that he realized coaching was more than basketball—it was his calling. From that moment forward, he committed himself to developing young athletes through discipline, structure, and purpose-driven leadership.

In 2021, Coach Sims founded New Era Elite, a basketball organization built to develop college-ready athletes both on and off the court. The program emphasizes high-level skill development, competitive exposure, and character development, using basketball as a tool to shape leaders prepared for life beyond the game.

Coach Sims holds an Associate Degree in Interdisciplinary Studies from Liberty University Online and is currently pursuing his Bachelor’s degree in the same field, reinforcing the importance he places on education, growth, and long-term vision.

At the core of Coach Sims’ philosophy are four non-negotiables: mental and physical toughness, enthusiasm, servant leadership, and competition. He demands that his athletes compete with intensity, lead selflessly, bring energy daily, and develop resilience under pressure. His mission is to build confident, disciplined young men who are prepared to succeed at the next level of basketball—and in life.

Through faith, accountability, and relentless standards, Coach Donald Sims III continues to impact the next generation of athletes and leaders.

“The moment you give up is the moment you let someone else win.” - Kobe Bryant

New Era Elite is Built Different.