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Luka Doncic to the Lakers? Jordan Brand Just Hit the Jackpot

Los Angeles Lakers acquired Luka Doncic in shocking NBA trade for Anthony Davis, but is Jordan Brand the true winner here.

Caryn Ganess by Caryn Ganess
February 3, 2025
in Air Jordans
Luka Doncic Lakers Jordan Brand
This post includes references to products from some of our advertisers. We may earn compensation when you click on links to these products. The opinions and information provided on this site are the original editorial content of Sneaker Fortress.

In what will probably be remembered as the most shocking trade in NBA history, the Los Angeles Lakers have acquired Luka Doncic from the Dallas Mavericks in exchange for their star player Anthony Davis. While there’s much debate about which team got the better end of the deal, one thing is sure: Jordan Brand is ultimately the true winner here.

  • Another Win For Jordan Brand
  • Upset In The NBA
  • You Can’t Spell LA without Luka

Another Win For Jordan Brand

Luka Doncic Lakers

Say what you want about the deal itself; there’s no doubt that Jordan Brand’s visibility and marketability will be significantly increased by having a relatively young, multi-talented player like Luka Doncic on the Lakers roster. Sure, there is a sizable fan base for the Dallas Mavericks. However, it’s still hard to overlook the instant boost that comes from playing for a storied team that has won seventeen NBA  titles alongside a  wide spectrum of highly regarded players.

One need only look at the sheer volume of Jordan Luka sneaker designs that started circulating online a mere few hours after the news of the move broke to understand the impact this partnership will have on his signature line with Jordan Brand. There has been an outpour of concept sneakers like this Jordan Luka 3 “Lakers” colourway by @aj.customkicks celebrating this exciting new chapter in Luka Doncic’s career. 

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A post shared by Custom Kicks (@aj.customkicks)

Upset In The NBA

Yet the move doesn’t come without its controversy. Multiple sources claim that Luka would have qualified for a supermax extension if he had remained with the Dallas Mavericks this summer. This would have been the biggest NBA contract ever, worth $345 million over five years. However, Luka will no longer be eligible after joining the Lakers, and the largest extension he can receive in Los Angeles is $229 million.

But regardless of the financial implications, the fact that Doncic and Davis were unaware of the potential deal until it occurred is certain to have stirred up unsettled feelings and concerns about how the decision was reached. While we don’t know all of the specifics, Luka has sent a heartfelt letter to Dallas to share his feelings.

“Seven years ago, I came here as a teenager to pursue my dream of playing basketball at the highest level,” he writes. “I thought I’d spend my career here and I wanted so badly to bring you a championship. The love and support you all have given me is more than I could have ever dreamed of.” The sportsman continues, “For a young kid from Slovenia coming to the U.S. for the first time, you made North Texas feel like home. In good times and bad, from injuries to the NBA Finals, your support never changed. Thank you for not only sharing my joy in our best moments, but also for lifting me up when I needed it most.”

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A post shared by Luka Doncic (@lukadoncic)

You Can’t Spell LA without Luka

Even though the move caught Luka off guard, there is no denying the capacity for him to thrive in Los Angeles. After all, Doncic will be able to learn from one of the best players in NBA history as he joins his idol, LeBron James, on the Lakers team. This new phase of Luka’s career could offer the ideal setting for him to finally bag a championship ring and solidify his place among the league’s elite players—and of course, make Jordan Brand a very happy sponsor.

Doncic started his NBA journey as a Nike player before moving over to their Jordan Brand division in 2019. And with a huge extension deal signed with the star player in 2023, the Jumpman Label’s future with the now Laker’s athlete is looking exceptionally bright. Doncic’s signature footwear line may only have three releases with Jordan Brand at the moment, but as he continues to make a name for himself in the NBA, there will surely be more exciting things ahead in the years to come.

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A post shared by ACC (@laldo2019)

Until then, make sure to check out more of what the Jordan Brand has in store this year, including highly sought-after drops like the Air Jordan 11 “Coldest In The Game,” A Ma Maniere x Air Jordan 6 and the ‘UNC’ Jordan 4 PE.

In your opinion, is Jordan Brand the true winner of this trade regarding the Lakers and Luka Doncic? Do you have high hopes for the future of Doncic’s signature shoe line? Share your views in the comments section below!

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Caryn Ganess

Caryn Ganess

Caryn Ganess is a South African writer and pop culture commentator with a razor-sharp eye for sneaker trends and a deep-rooted passion for storytelling. Originally from the windy shores of Port Elizabeth, Caryn graduated cum laude with an Honours Degree in Psychology — a background that now fuels her captivating explorations of human behavior, fashion, and fandom. Whether she’s unpacking the cultural legacy of the Nike Cortez, breaking down the enduring cool of the Air Jordan 11, or analysing the psychological depth of your favourite movie villain, Caryn blends academic insight with real-world relevance. Her writing doesn’t just cover sneakers, film, gaming, and comics — it dissects them with precision, flair, and a personal touch that resonates with readers. An accomplished contributor to Fortress of Solitude, Sneaker Fortress, 23 Jumpman Street and Lifestyle Fortress, Caryn has become known for her ability to connect the dots between psychology and pop culture. As a full-time mother, she brings an added layer of empathy and lived experience to her work, offering a refreshing perspective on the emotional power of entertainment and storytelling. From retro kicks to psychological thrillers, Caryn tells the stories behind what we wear and what we watch — one article (and one sole) at a time.

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