Matt Varga The fallout of the historic Luka Doncic trade is something that the NBA at large is still sorting through. All of that kicked back into high gear last night as the Wonder Boy descended on the American Airlines Centers for his first game back in purple and gold, highlighted in player interviews and courtside displays of regret from some of Dallas’ major movers. In the eyes of the Jumpman, perhaps it couldn’t have come at a better time though. In the ongoing introduction of the Luka 4 and Luka .77, the brand continues to leverage Doncic’s shift into a major market with splashy campaigns, including the “Bad Luka” spot they just unveiled. *UPDATE* The full ad has been premiered. Watch below.
First teased with a wave of social media images depicting the Slovenian product in grim, villianous light, the core messaging centers around the contrast between his perrenial status as a bonafide “bad man” on the court and the sparkling status of his latest signature. In ramping up that effort, the Jumpman also revealed movie poster-like teaser shots for a “Bad Luka “feature,” titled “The Trial Of Luka Doncic.” Founded on a courtroom drama sort of conceit, you’d have to imagine the run of press surrounding why exactly Dallas moved on from their franchise player serves as the jumping off point, with prosecution and defense swapping barbs before the smoking gun appears: the Luka 4 “Space Navigator.”
Check out the spot embedded below — a full-length version is reportedly coming soon. The Jordan Luka 4 “Space Navigator” is available now, retailing for $130 in men’s sizing. If you’re so inclined, check the “Where To Buy” section below to pick up your pair.
WHERE TO BUY
Mens Jordan Luka 4
US 04/08/2025 Tuesday
Powered By:
| Retailer | Release type | Status |
|---|---|---|
| Nikestore US | Standard | Check Site |
| DICK'S | Standard | Check Site |
