Having Snubbed LeBron James, Luka Doncic Gets Rewarded by Michael Jordan’s $150,000,000 NASCAR Team for His Loyalty

Published 09/20/2023, 1:13 PM EDT

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Michael Jordan‘s entrepreneurial spirit shines brightly, just like his basketball prowess. Even before he set foot on NBA hardwood, he demonstrated his innovative thinking with the industry-changing deal with Nike. Furthermore, after retiring, Jordan has immersed himself in various ventures. Recently, he has again joined forces with Luka Doncic through the Jordan Brand. Following a successful launch last year, Jordan has just unveiled the Luka 2. And, what’s truly captivating is the imaginative approach the brand has taken to promote the sneaker.

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Just a few days ago, Luka and Jordan orchestrated an unprecedented event–a basketball game set right in the middle of Slovenia’s picturesque Lake Bled. The brand is constantly pushing the boundaries of creativity. Now, the dynamic duo is gearing up for their next captivating endeavor.

Jordan and Luka Doncic hit up the tracks

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Michael Jordan’s passion for auto racing dates back to well before his Bulls days. Even after retiring from the NBA in 2003, MJ remained a devoted attendee at NASCAR races. In 2020, he achieved a lifelong dream by becoming the majority owner of the NASCAR Cup Series team 23XI.

As part of the ongoing sneaker venture, MJ and Doncic have now decided to hit the world of motorsport. As a result, a souped-up Camry model can be seen with vibrant lime green Luka Doncic embellishment. The idea is to tie in with his upcoming TrickShot colorway. The sight will be up to witness this weekend at the Texas Motor Speedway.

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Just like the sneakers, the race car is set to sport a playful neon-accented color scheme. Jordan seems to be going the extra mile to elevate Luka Doncic. After all, Doncic has displayed steadfast loyalty to Jordan over the years. Despite being pursued by LeBron James for his shoe lineup, Doncic’s allegiance has remained firmly with MJ over the years.

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In 2020, Michael Jordan teamed up with three-time Daytona 500 champion Denny Hamlin to establish the 23XI Racing. Furthermore, since February 2022, the Jumpman banner has proudly adorned the No. 45 car as one of Toyota’s official sponsors.

Jordan and Donic hosted a tournament on a floating basketball court

To launch the highly anticipated Luka 2, Lake Bled version, Jordan and Doncic made sure to start from where it all began – Lake Bled itself. Together, the duo orchestrated a 3×3 basketball tournament that featured a floating court on the lake. The purpose of this event was not only to unveil the sneakers but also to highlight the natural beauty of Doncic’s homeland. Apart from being the face of Jordan’s brand, Luka is also an active for the Slovenian Tourist Board.

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Nestled in the heart of the Slovenian Alps, Lake Bled is a breathtaking location in Northwest Slovenia. It takes its name from the nearby town of Bled. Beyond sneakers and basketball, the event celebrates Slovenia’s splendor. In addition to the thrilling 3×3 matches, the event also featured an electrifying dunk contest that had fans cheering with enthusiasm.

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Written by:

Saahil Dhillan

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Saahil Dhillan is an NBA Writer at Essentially Sports. He has been writing articles and blogs for 5 years now, including those for a sports brand that manufactures knee braces, for a Red Bull athlete in 2019 and for a documentary of an Ultra Running Coach in 2021. There’s plenty Saahil can write about why he likes basketball, having followed the NBA for more than 10 years, but he is most keen on picking out various offense/defense strategies, on/off-court decisions, roster changes in crunch time and other underrated key elements that leave an impact on the scoreboard.
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Edited by:

Saumya Khanduja

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