Luca Revealed Luca 5
Los Angeles Lakers star Luka Dončić kicked off the holiday season by launching his latest signature sneaker, the Luka 5 from Jordan Brand. The new shoe will release on January 8th, giving fans something exciting to look forward to as the Lakers get deeper into the season. The launch includes an eye-catching promotional video that has fans buzzing online.
Instead of a typical product trailer, Doncic took a fun approach. The video showed him feigning an apology to several familiar faces around the league, including ESPN insider Adrian Wojnarowski, former NBA big man Boban Marjanović and NBA referees. In each clip, Luka admits that he has “wronged” those he has “wronged” with his performance and antics on the court, while highlighting the new shoes.
.@Jumpman23 Officially launching the Jordan Luka 5, @lukadoncicThe brand’s fifth signature sneaker 👟 pic.twitter.com/t928pJuVZ6
— B/R Kicks (@brkicks) December 24, 2025
Where humor meets hype
Luca’s tone in the video balances self-deprecation and confidence. He didn’t actually apologize for beating his opponent; Instead, he leans toward the fun side of his personality. Fans reacted strongly to the video, sharing jokes and reactions on social media platforms.
The decision to incorporate humor into the signature shoe ads highlights Doncic’s growing cultural influence beyond just his scoring and playmaking abilities. It’s not every day that players mock officials and media figures in promotional materials, and Luka’s light-hearted tone made this release stand out.
What Luka 5 brings
The Luka 5 is the next generation of Dončić’s signature shoe line in partnership with Jordan Brand. Previous models focused on on-ball agility and on-court stability, and early previews suggest the Luka 5 will continue that trend. These shoes are designed to support explosive drives, powerful lateral cuts and elite footwork – all qualities that define Doncic’s game.
