Luka Doncic’s wild summer: From Jordan Brand blitz to Backstreet Boys and a $165M Lakers deal

Luka Doncic hit the U.S. hard this summer, promoting the Jordan Brand and sealing the deal that cements his status as the undisputed face of the Lakers.

Before focusing on Slovenia’s EuroBasket campaign—a tournament he won as a teenager back in 2017—Doncic embarked on a carefully planned trip across the States in July and August.

The journey was a strategic blend of NBA star marketing and personal career milestones. At the heart of it: a major contract extension with the Lakers, securing his future with the franchise for years to come. The schedule was crafted to avoid burnout, with an international summer ahead and the excitement of his first full season in Los Angeles on the horizon.

Jordan takes Luka Doncic coast to coast

Jordan Brand took Doncic on a whirlwind tour through New York, Chicago, and L.A., before sending him back to Europe to promote The One—a one-on-one tournament held in multiple cities, culminating on August 23 with the crowning of the world’s best head-to-head player. The final stop? Los Angeles, the city where Doncic is quickly becoming king—outshining even LeBron James—and where he was welcomed with a special gift.

The Ljubljana native packed a full week of promotional work for the brand that outfits him, continuing the momentum he started with a cover shoot for a well-known fitness magazine. This is the new Luka Doncic—a superstar everyone is watching rise.

But the tour wasn’t just about shoes and tournaments.

As detailed by The Athletic, the trip kicked off in New York, where Doncic appeared on multiple TV shows and even attended a Yankees game, where he spent quality time chatting with the Lakers’ new owner. Positive connections built over a long journey.

Doncic’s $165 million moment

He also dropped by the popular YouTube show Hot Ones to film an episode. Next stop was Chicago—the symbolic heartland of the Jordan legacy—before heading to beloved Los Angeles to finalize his Lakers contract: $165 million over three years. He kept up his elite fitness level by training at the Lakers’ facility in El Segundo during the break.

But before returning to work with the team, the Lakers’ front office surprised him with a private flight just for fun—a trip to Las Vegas to catch a Backstreet Boys concert.

Lakers star ready for another EuroBasket run

Returning to Slovenia with renewed energy and focus, Doncic immediately threw himself into national team preparations for a big challenge starting later this month. It was a team effort to lock in that contract extension on day one and tackle the future with clear, pragmatic intent.

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