Trial Of
Luka Dončić

Last year, it was Luka against the world.

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Every week it felt like a new headline dragged him back into court. Yelling at refs. Getting fined for flopping. Ejections for barking at season-ticket holders. Yelling at Snoop courtside in L.A. Reports piled on about his conditioning, his attitude, his theatrics. To the sports world, Luka wasn’t just a star — he was a problem.

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During Luka’s time in the league, he’s proven that he is at his best when he’s on his worst behavior and it was time to answer for his ‘crimes’ against basketball by putting him on trial.  

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For the launch of the 4th edition of Luka Dončić’s signature shoes, Jordan Brand didn’t shy away from the bad press — we put Luka on trial for it. Every complaint, every headline, every “crime” was brought into evidence. Because what critics called misbehavior, we saw as proof of life. Proof that Luka’s fire, his stubbornness, his chaos, is exactly what makes him great.

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When Luka is at his best, he’s on his worst behavior.  ‘Bad Luka! Nice Shoes’ celebrates the double that while showing off a very nice pair of new shoes in the process. 

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The results of the campaign were the following:

• The 7:35 film drove 2MM+ views in the first 24 hours on YouTube

• Trended to #23 on YouTube (coincidence?) 

• The @jumpman23 YouTube channel grew by nearly 15K subscribers (+3.5%) during April, from the release of the Luka 4 through the end of the campaign.

• All five cutdowns aired throughout the Lakers' Playoff Game against the Timberwolves on TNT, averaging over 4.1MM in viewership.