Fresh off his first season as a Los Angeles Laker, Luka traded purple and gold for Aegean blue at the Jordan Brand’s Board of Greatness event in Athens. The vibe was more than just luxury; it was about legacy. What started as a few days of panels and workshops quickly turned into a Luka takeover. Alongside Bam Adebayo, Quentin Richardson, Cam Jordan, and ESPN’s Jessica Sims, Luka helped redesign the iconic 1992 Jordan tracksuit, and the group walked away with the win. Sims posted, “Remember this pic when it’s in production and able to be purchased in 2027.”

And the MVP of the challenge? Luka Dončić. Crowned by Q-Rich himself and awarded a premium bottle of Cincoro Tequila, Luka’s off-court star power was unmistakable. Not bad for a guy who’s also been spotted shutting down the Athens nightlife with his Jordan Brand crew. Now, the globe-trotting star has landed in New York, ready to shift gears. 

NBA insider Marc Stein reported on X, “The Lakers’ Luka Dončić, I’m told, is scheduled to return soon to the United States for a long-planned Jordan Brand promotional tour for his signature sneaker line. He’s expected to join Slovenia’s national team in early August to begin EuroBasket preparations.” And just like that, Luka confirmed it himself via Instagram. He has arrived in New York to kick off the U.S. leg of his Jordan Brand journey. “Via his Instagram account, Luka Dončić confirms he has arrived in New York to begin his Jordan Brand promotional tour for his signature sneaker line.” — Marc Stein on X.

This isn’t just another media stop. Luka is now the face of the Jordan Brand’s global push, stepping into a role that demands more than just buckets. This promotional tour marks a significant elevation for Dončić, both as an international basketball icon. And as the lead ambassador of his own signature sneaker, the Luka 4.

Built for Luka’s unique game, the Luka 4 features Jordan Brand’s IsoPlate tech, a Zoom Air unit, included for the first time in his line. And a Cushlon 3.0 midsole. Paired with the rugged Luka .77, built specifically for outdoor play, these sneakers don’t just carry Luka’s name. They reflect his entire journey, from Slovenia’s blacktops to the bright lights of L.A.

Since landing with the Lakers, Luka’s star has gone nuclear. His jersey has already become the NBA’s top seller, outpacing even LeBron James and Stephen Curry. Add in his brand deals and his upcoming extension eligibility with the Lakers, starting August 2, and it’s clear — this summer is Luka’s most pivotal yet.

The One Tournament in New York

But Luka’s not just in NYC to talk sneakers. His arrival coincides with Jordan Brand’s The One global tournament, a bold, international showcase of elite one-on-one talent. After months of regional qualifiers in over 15 cities worldwide, including London, Manila, Chicago, and Tokyo, the final 20 athletes are descending on New York this August to crown the next generation of Jordan Brand ambassadors.

The One isn’t just a basketball event, it’s a cultural celebration. It echoes the spirit of Jordan’s own origin story, those gritty backyard battles with his brother Larry that forged the fire we know today. The finalists, ages 15 to 18, will battle in high-stakes knockout play, with male and female winners earning a coveted spot on Team Jumpman. And following the final buzzer? A one-on-one DJ battle featuring global music talent, making it clear that this isn’t just about who’s got next on the court. It’s about who’s next in culture.

As Slovenia gears up for EuroBasket, with group play beginning August 28, Luka has just enough time to complete his U.S. promo tour before heading back overseas. Representing Slovenia has always been important to him. But being a Laker and the face of Jordan Brand now comes with heavyweight responsibilities. And he’s not ducking any of them. From the design studios of Athens to the courts of New York, Luka Dončić is redefining what it means to be a global basketball icon.