Luka Doncic Extends His Contract with Jordan Brand Through 2029

Slovenian superstar Luka Doncic extends his contract with Jordan Brand through 2029 as the Dallas Mavericks forward guard enters his sixth season in the NBA. Doncic made history as Jordan Brand’s first ever European born-and-raised signature athlete.

After signing with Jordan Brand in December of 2019, Doncic debuted his signature Jordan Luka 1 in July of 2022. The 6-foot-7 phenom is currently on his second signature model with the Jumpman, the Jordan Luka 2.

As a Jordan Brand athlete, Doncic’s presence resonates globally as he brings together different cultures through the love of basketball. Together, Doncic and Jordan Brand hope to continue bringing cultures and communities together as they create new commitments to giving back, building deeper connections with Jordan Brand fanatics, and developing new tech through the launch of Luk.Ai.

Luk.Ai was designed to reshape how athletes can engage with fans and brands through a blend of Doncic and a virtual Ai persona. As an Ai representation of himself, Doncic can show off his Jordan Luka 2, which will also available in a Luk.AI-themed colorway.

You can expect more sneakers from Doncic throughout his Jordan Brand contract extension as the partners will continue to roll out new products from Doncic’s signature line. The upcoming Jordan Luka goods will dive deeper into Doncic’s story and help to fund community initiatives such as holiday giveaways to children at local Dallas hospitals through the Luka Doncic Foundation.

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