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The Luka 1 From Jordan Brand

Luka Dončić is one of the brightest stars in the NBA today. He can do it all on the basketball court and has no weakness on the offensive end of the court. Luka recently received his first signature sneaker from Jordan Brand. Read more about the Luka x Jordan Brand Collaboration below.

Luka 1

The Luka 1 from Jordan Brand was designed for the multidirectional play of the superstar from Slovenia. It has a new IsoPlate foot frame and a modern bit of performance technology, called Formula 23. The Luka 1 has other Jordan Brand performance innovations like Flight Plate and Eclipse Plate technology. Luka has a unique game, and the Luka 1 is made to support his deceptive style of play. The low cut style of the shoe was chosen as a compliment to Luka’s quick movements and change of directions on the hardwood. The Luka 1 debuted in 2022, and already many impressive colorways have been released.

Luka 1

The History Of The Jordan Brand

There are few logos more identifiable than Jordan Brand’s Jumpman silhouette. One of the rare logos that could rival the Jumpman in recognition is Nike’s Swoosh symbol. Prior to 1997, you could find the two logos together on an Air Jordan sneaker. Michael Jordan’s signature shoe was created with the help of Nike, but the Air Jordan line became so popular that it eventually did not need the Swoosh to back it. The Nike and Jordan partnership achieved a level of success that allowed Jordan Brand to become its own company in 1997, and it has never looked backed.

The Birth Of Jordan Brand

In 1997, Jordan Brand and Nike decided to let the Air Jordan line operate 100% independently. It was a bold decision that showed the strong belief Nike had in the brand. The decision was probably heavily influenced by the fact that at the time it was widely believed that the ‘97-98 basketball season would be Michael Jordan’s last. Nike had to do something gigantic to let it be known to the consumer that the Jumpman logo was not going away and that it was here to stay.

Jordan Brand was more than accepting and understanding of the fact that it was built on the back of the most beloved athlete in history. To survive separately from Nike, they would need talent from the sports world to endorse their company’s products.


- Adam C. Better