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.