Now, as he prepares to debut his latest signature sneaker, the Luka 5, Luka Doncic talks alongside Jordan Brand Lead Product Line Manager Edric Egberuare to discuss the “nice shoes” in question. For Dončić, who signed with Jordan Brand in 2019, becoming the first European player to do so, the partnership has always felt more cosmic than contract. “I grew up idolizing MJ [Michael Jordan],” he says. “I idolized the way he played, his competitiveness. I try to bring that same mentality to my game, so being part of [the] Jordan brand is special,” Dončić says.

Source: Forbes December 26, 2025 17:08 UTC