LUKA’s HORSEKICKS

Giving Jordan Brand THE Trojan Horse Treatment

Luka Dončić is on path to become one of basketball's GOATs. His NBA career is matched only by his growing audience. To fuel his fandom, we created a one of a kind way for Luka to gift a pair of Jordan Luka 1s to his teammate Dorian Smith—and Dorian's race horse, Stevie—then documented it all on TikTok.

Ultimately, the content showcased Luka's playful personality humanizing the superstar making him more relatable to fans. The entertaining approach resonated organically, racking up views across TikTok while earning PR mentions that amplified the campaign's reach and impact.

@lukadoncic Jordan Luka 1s for Stevie, made by @Horse Kicks #horse #sneakers ♬ original sound - Luka
@lukadoncic Link in bio! 🐎 Jordan Luka 1 Horse Kicks: set of matching custom sneakers created in collaboration w/ @horsekickslex ♬ original sound - Luka
Red basketball shoe with black and red laces and a white Air Jordan logo next to a pair of red sneakers.
A red Air Jordan basketball shoe on a sewing machine in the process of being sewn or embroidered.
Close-up of a person holding a red sports shoe with a white Nike logo, on a gray surface with other shoe parts and tools in the background.
Close-up of a hand holding a black container with a transparent lid over a red Nike Jordan sneaker on a person's foot.

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TikTok, Creative Development, Concept Design, Content Production