Jordan Brand Premieres “ The Trial of Luka Dončić” Ad

It's gotta be...the shoes?

Matt Varga April 23rd, 2025 (updated)

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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

SKU: HF0823-300

RETAIL PRICE: $130

RELEASE DATE: Apr 8, 2025

US 04/08/2025 Tuesday

Retailer	Release type	Status
Nikestore	Standard	Check Site
DICK'S	Standard	Check Site

Show All Releases

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Written by

Matt Varga, Junior Editor

Matt Varga is an Editor at SneakerNews. Initially earning a degree in Video Arts and Technology, he got his start in video editing and writing in the music world — primarily on hip-hop and electronic. A long-standing interest in sneakers led him to switching over to footwear. An avid collector, his favorite sneaker of all time comes down to either the Air Jordan 1 “Black Toe” and Air Jordan 5 “Laney,” his first ever pick-ups. When he’s not writing, you can find Matt cooking, traveling, attending concerts and when weather permits, on the handball court.