Slovenian basketballer, Luka Dončić, has been the talk of the US basketball season for the last few months since the NBA star was traded by the Dallas Mavericks to the Los Angeles Lakers at the beginning of February. Not all of that talk has been good. The US put Dončić “on trial” in social media, questioning everything from his attitude and behaviour to his professionalism and loyalty.
Shortly after, Wieden + Kennedy Portland and Jordan Brand began making the trade useful for its Jumpman line of shoes with Doncic, with an ad featuring Doncic switching his licence plate from Texas to California and the tagline. Full tank. No mercy.
Now Doncic stars in a much bigger advertising investment, an 8-minute tongue-in-cheek courtroom that mocks the social media “trial”, directed by Jody Hill. The courtroom debates the contradiction, How could a man so bad have shoes so nice?
The campaign features the Jumpman Space Invader shoe, Jordan Brand’s fourth signature sneaker design for the Slovenian athlete.
