Michael Jordan’s Brand Takes Luka Doncic Sneaker Promotion To New Heights With Custom Wrap on Vintage Vehicle

Michael Jordan’s Jordan brand has one of the best marketing strategies, from celebrity collabs to unusual stints. Notably, it all started with a genius marketing campaign back in 1985 when the league banned MJ’s Nike footwear. Nike decided to pay the fine each and every time MJ stepped onto the court and used his rebellious image in commercials. However, they may have outperformed themselves in their latest sneaker launch campaign. The Luka Doncic and Jordan brand collaboration is all set to launch the Jordan Luka 3. And the promotional strategy may seem very fascinating to some fans, especially automotive enthusiasts.

The footwear and NBA marketing writer, Nick DePaula, shared a video featuring a new look for Doncic’s famous 68 Camaro. “Jordan Brand wrapped Luka Doncic’s 68 Camaro in a “Midnight Racer” theme — inspired by his new Luka 3 colorway and his late night drives home from games,” read the post. Notably, the video in the post first provides a sneak peek into the sneakers and then reveals one of Luka’s favorite cars with the upgraded sneaker-based theme.

As per the article by DePaula, both Doncic and Michael Jordan share a similar passion for sports cars. It was this passion that worked as an inspiration for the Dallas Mavericks star’s upcoming Jordan sneakers. The article mentions that the ‘68 Chevy Camaro was the one car in particular that served as the initial point.

“Sometimes after games, I just drive — it helps me think clearly… So, yeah, this shoe is inspired by that. Makes me feel calm, focused … ready for whatever’s next,” Doncic told DePaula. So it is no surprise that the marketing team for the Jordan brand chose this particular car for their promotion.

More about Jordan Luka 3 sneakers

The latest version of Luka Doncic’s collaboration with Michael Jordan’s brand is set to be wider but at the same time lighter as well. As per reports, the sole of the sneakers will include full-length Cushlon 3.0 foam. The reports also suggest that the sneakers will align with Doncic’s playing style. Therefore, they will emphasize quick changes of direction and powerful drives to the basket.

Additionally, the outsole of Luka 3 will feature a herringbone traction pattern for an optimal grip on the court. Notably, this pattern is a common design element in Jordan shoes, inspired by the scaly texture of a herringbone for superior court grip.

As far as the overall design goes, references have been to Doncic’s love for sports cars, as stated above. The sneakers’ Midnight Racer variant is scheduled to be released in the first week of July. The Photo Finish colorway will witness a mid-July release via Nike and select retailers.