When Luka Doncic arrived in Dallas back in 2018, few could have predicted how quickly he would weave himself into the city’s culture. Beyond his ability to light up an NBA scoreboard, he built a reputation for embracing the spirit of Texas itself. Fans still recall the time he strolled into a Christmas Day game against the Lakers in full cowboy attire. Hat and boots included! And the clip ended up pulling in more than two million views. But Luka’s connection to the cowboy image did not end with an outfit. Over the years he has tied himself closely to Dallas’ football pride, openly supporting the Cowboys, posting about their games, and even showing up in gear that displayed the iconic star.

But apart from being the star of the court, he is a dedicated gamer whose skills extend far beyond the basketball court. His fans are well-known about his passion for competitive gaming. Making him a unique figure in the sports world. This blend of athletic and digital prowess makes him an ideal partner for brands looking to connect with both audiences like myself. What was a mere thought, is now a reality. Thanks to Blizzard Entertainment- the mother corp of legacy games like Call of Duty and Overwatch-

The news came to light when @LukaUpdates shared a billboard from Poland where EuroBasket is currently being held. The image featured Luka Doncic as the face of a new Overwatch 2 advertisement. On one half, Luka’s familiar face stared back, while the other half portrayed him as a rugged cowboy complete with a beard and hat. Written across the promotion were the words “Cowboys never die”. It was a striking visual that connected Luka’s Dallas cowboy identity with Blizzard’s $225 million gaming franchise. Linking his love for the city and his passion for Overwatch in one bold campaign.

This partnership does not come out of nowhere. Luka’s link to Overwatch 2 has been public for some time. Last year, he revealed on Instagram that he reached the top 500 ranking in the game’s ‘tank role’. An achievement that highlights how seriously he takes his hobby, and just how good he is at it. Fans still remember the time he randomly appeared on a Twitch streamer’s Overwatch 2 match under the username “Donatello,” only to surprise the team later when they realized they were playing with an NBA star. His commitment to gaming, combined with his established cowboy persona in Dallas, makes him an ideal fit for this campaign.

The fact that this advertisement appeared in Poland, far from Dallas and the NBA, underlines how broad Luka’s influence has become. He is no longer just a basketball player tied to one city or one league. He is a global figure- the face. Overwatch found the perfect figure to highlight this crossover. The billboard manages to feel like both a tribute and a continuation of his Dallas legacy. But it also adds a layer of curiosity for fans- guessing where the cowboy persona came from. Which brings us to- the origins..

Cowboy Luka: Origins

Luka Doncic’s transformation into a Dallas cowboy began with an invitation from Cowboys owner Jerry Jones. He attended a home opener in 2018 as a guest, an experience that sparked his curiosity about American football. Doncic admitted, “I Googled it, too, so it was really fun to know the sport now,” showing his genuine effort to understand and connect with the local culture.

He didn’t just learn the rules; he became a superfan. He frequently bets on games, tweets support, and attends matches whenever he can. His fandom is so intense he even made a post-game recruiting pitch to free agent Odell Beckham Jr., telling him, “Go Cowboys”. On one occasion, after delivering his famous 60-point triple-double in 2022, he still made time to shout out the Cowboys’ win on Christmas Eve. That level of crossover between his NBA achievements and Cowboys fandom showed how much the team had become part of his life.

His commitment reached its peak with his fashion choices. For a 2022 Christmas game, he arrived in a full Western-inspired outfit: custom boots, a cowboy hat, a bolo tie- and denim combinations that perfectly aligned with the Texas tradition. The Mavericks’ video of his entrance garnered over two million views, cementing his image as Dallas’s own basketball cowboy. This authentic embrace of local style made the Overwatch 2 partnership feel perfectly natural.