• Luka Doncic and Jordan Brand have agreed on a contract extension, keeping Doncic with the brand until 2029
• Doncic’s second signature shoe released this year
• The Slovenian guard was the first European-born NBA player signed by the brand in 2019
Dallas Mavericks guard Luka Doncic has extended his contract with the Jordan Brand, according to Marc Stein. The contract has been extended to 2029, making sure that Doncic will stay with the brand for at least a decade, signing his first contract with them in 2019 after his rookie season.
Since his emergence in the NBA, Doncic has been one of the biggest stars in the league. Not only does he attract international audiences, he has made the Mavericks one of the must-see teams in the NBA.
He averaged 32.4 points, 8.6 rebounds, and 8.0 assists last season while rocking multiple colorways of the Luka 1’s, with an estimated 52 colorways already being tracked. His shoe is gaining popularity, with many Jordan-affiliated universities taking custom Luka 1’s for their teams.
As the Jordan Luka 2 wave is starting to build, a look back at the Luka 1.
With 52 unique variations, the Luka 1 had the most colorways of an athlete’s first signature shoe since…? pic.twitter.com/yEJuFrdjmi
— Luka Donkicks (@LukaDonkicks) August 16, 2023
NBA players like Paolo Banchero have also been seen wearing Luka’s signature shoe on the court.
Luka Doncic Securing His Future
This contract extension shows that Luka may just be the future of the Jordan Brand basketball project. The brand is notoriously selective about the players it signs and gives signature shoe contracts to. Jayson Tatum and Doncic will be in competition with each other, but the unique designs of the Luka 1s and 2s have attracted a lot of non-sports fans to purchase his shoes.
Doncic’s contract with Jordan Brand will ensure he still has a lot of creative input in the creation of his shoes. The latest colorway of the Luka 2 is the ‘Matador’ colorway, paying tribute to Luka’s time in Madrid before he made it to the NBA.
The “Matador” Jordan Luka 2 in hand pic.twitter.com/ioMeogcOTI
— Nick DePaula (@NickDePaula) July 1, 2023
His success in the shoe industry won’t lead to wins on the court, so Luka will be laser-focused on helping Slovenia bring home a medal despite being underdogs in the 2023 FIBA World Cup.
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