Jordan Brand & Luka Doncic Extend Partnership Through 2029

Dallas Mavericks guard Luka Doncic will represent Jordan Brand on and off the basketball court through 2029.

Not many players enjoy a stronger start to their professional career than Dallas Mavericks guard Luka Doncic. Even fewer athletes will ever launch a signature sneaker line with as much fanfare as Doncic.

Building on their success, Jordan Brand announced a new partnership with Doncic that extends through 2029. Doncic joined Jordan Brand in December of 2019 as a second-year player in the NBA and as Jordan Brand’s first European-born-and-raised signature athlete. 

Since then, Doncic's excellence on the court has united a global community around a common language – the love of basketball. His leadership, both on and off the court, as well as his commitment to giving back, sets a positive example for the next generation – all of which align with Jordan Brand’s values.

Now, Doncic is one of the current faces of the Jordan Brand, the NBA, and the game of basketball. With his signature debut in 2022 and now on his second iteration, Doncic continues to show the world what it means to be a true global superstar. According to the brand, "he is an essential part of the roster that will help lead the Jordan Brand into the future."

With their extended partnership, here are a few goals both Doncic and Michael Jordan's rapidly growing brand will continue to work together to reach new heights across sport and culture: 

Building Deeper Connections with Consumers

Understanding the power of collaboration, Doncic will continue to partner with Jordan Brand on the way his signature product is created and marketed, ensuring the process is engaging, authentic, and entertaining for fans and consumers. 

With an emphasis on building deeper connections through entertainment and storytelling and sharing his journey of self-belief, he aims to help fans and consumers deepen their ties to both Doncic and to Jordan Brand. Earlier this summer, Doncic and the Jordan Brand released his second signature shoe and will continue that signature line through this contract extension.

Commitment to Purpose-Driven Work and Social Impact 

Both Doncic and Jordan Brand believe in the power of basketball and sport to change the world. Doncic’s deal with Jordan Brand showcases his commitment to using his platform for positive social change. 

His intention is to work with his brand partnerships with this principle, utilizing products and campaigns to inspire, motivate, and make a difference. Giving back to youth is very important to Doncic as well, who has partnered with the Jordan Brand in the last couple of years to gift Jordan Brand product to children at local Dallas hospitals through his Luka Dončić Foundation.

Embracing Technology and Innovation Through Luk.AI

Doncic sees the potential of technology to transform the sports industry and aims to incorporate it into his brand partnerships. He envisions a future where technology can create more immersive, personalized experiences for fans. 

Doncic is embracing what’s next with Luk.AI, an AI embodiment of himself that is featured in the latest Jordan Brand campaign for Doncic’s second signature shoe. The Jordan Luka 2 also launched in a Luk.AI colorway. This fusion of the athlete and a virtual persona illuminates the potential of AI and its ability to reshape how athletes can connect with fans and brands in a unique way.

---

This exciting announcement today will stoke fans' hype about the upcoming NBA season. To gear up for the new season, online shoppers can purchase Doncic's signature sneakers and apparel on the Nike website. Based on today's news, it is a safe investment knowing that the Doncic and Jordan Brand will be in business together for a long time.

The Arena Media Brands, LLC and respective content providers may receive compensation for some links to products and services on this website.

Recommended For You

Look: Jordan Brand officially launches the Jordan Luka 2 in multiple colorways.

News: New York Yankees outfielder Aaron Judge signs sneaker deal with Jordan Brand.

Story: Philadelphia Eagles quarterback signs a sneaker deal with Jordan Brand,