Lakers Star Luka Doncic Headlines Jordan Brand Luka 5s

Luka Dončić spent the festive season making amends as Jordan Brand dropped the Luka 5 on Christmas Eve. The release video features Dončić delivering mock apologies to retired insider Adrian Wojnarowski, former center Boban Marjanović and referees, and fans can buy the Luka 5 starting Jan. 8. The stunt is a clear personality play that builds buzz ahead of the launch and keeps Luka squarely in the conversation beyond the court. Merlin sees the move as smart theater. Turning chatter into charm lets Luka and Jordan Brand control the narrative, while the playful jabs guarantee headlines and resale interest. For a player already central to the league s marketing, the Luka 5 will be as much a cultural moment as a shoe drop.