Key Findings
- Jordan Brand turns Luka Doncic’s game dominance into a cinematic courtroom story, positioning him as basketball’s most talented star.
- The campaign blends storytelling, humor, and high-fashion visuals to deepen Luka’s brand and energize sneaker launches.
- The new Jordan Luka 4 and Luka .77 sneakers are at the center of the campaign, reinforcing Luka's role as Jordan's key brand face.
In a dramatic new short film, Jordan Brand defends the league's most criminally talented star with a verdict that leaves no doubt about his game or his shoes.
Jordan Brand has delivered its verdict on Luka Dončić, and the case is closed: Not Guilty.
Earlier this month, fans were left guessing when a cryptic trailer dropped teasing "The Trial of Luka Doncic," a high-drama courtroom film starring the international superstar.
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Now, the full short film has premiered, and it's everything fans have come to expect from Jordan Brand: sharp storytelling, high style, and unapologetic swagger.
Clocking in at just over eight minutes, the spot is a slick, satirical legal drama that takes aim at the Lakers star's dominance on the court.
The fictional trial centers on a single, burning question: "How could a man so bad have shoes that nice?"
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The short positions Luka as basketball's most dangerous player, and Jordan Brand as his unshakable defense team.
The film debuted with a red carpet-style premiere at the historic Miracle Theater in Inglewood, where Jordan Brand welcomed an audience of local high school athletes to watch the campaign come to life.
It was a celebration of performance, personality, and performance gear, with fans cheering as Luka's blend of on-court brilliance and off-court charisma lit up the screen.
Jordan Brand once again brings cinematic flair to an athlete narrative, extending its brand storytelling playbook beyond traditional advertising.
The campaign reinforces Doncic's role as a marquee Jordan athlete while anchoring product launches in brand mythology.
Luka 4 and Luka .77, Now In Session
Fresh off the buzz, Jordan Brand has released the star athlete's latest signature sneakers, the Jordan Luka 4 and the Luka .77, which first broke cover last month.
The Jordan Luka 4 continues the line's momentum, combining cutting-edge performance technology with bold design choices that match the player's energy on the hardwood.
Now available at Jordan.com, the Luka 4 drops as the centerpiece of the brand's defense of its most compelling young star, one whose game is "so good, it’s criminal."
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Fans can experience the full film now at badluka.com, which redirects to Jordan Brand's official YouTube channel.
Whether you're in it for the sneakers or the spectacle, the ad shows that when Jordan Brand goes to court, they do it in style.
Earlier in February, Nike teamed up with Manchester City star footballer Erling Haaland for an exciting campaign.
