By Beyoncé Vásquez
Luka Dončić kicked off the Jordan Brand The One tournament in NYC this week. Luka arrived at NYC’s Dyckman Park as the first stop of the Jordan Brand’s The One Tour celebrate the winning NYC qualifiers, Denim Trotman and Olivia Jones, both advancing to the finals in NYC on August 23rd.
Jordan Brand’s The One tournament presented elite high school players from across the city. Players wore Dončić’s Jordan Luka 3s.“The One tournament provides a platform for young athletes from around the world to showcase their skills and compete at the highest level,” said Sarah Mensah, President of Jordan Brand.
Dončić’s appearance created a vibrant atmoshphere. He was seen making a one-handed shot while seated, creating a loud reaction from the crowd. The NBA captured Luka’s magic via X.
The tournament intersected basketball culture, brand marketing for the NBA, and the release of Dončić’s Jordan Luka 3s. Luka interacted with the fans, players, posed for photos, and signed merch.
Luka Dončić and Jordan Brand’s The One Tournament Legacy
The One tournament, now in it’s second year, honors Micheal Jordan’s legacy and fosters the next generation of basketball stars. Winners of the tournament will earn the title of The One and become Jordan Brand ambassadors.
Tatianna Griffin from Los Angeles and Steve Bash from Paris earned the title of The One last year. “The journey to The One was an incredible experience,” says Griffin. “It’s only topped by the experiences I’ve been blessed with since claiming the crown in Paris. To represent the Jumpman is the ultimate symbol of greatness.”
The summer campain highlights the rising athletes in 1-on-1 competition, with Luka headlining to connect and inspire the next generation. The One Tour will continue in Chicago on August 1 and Los Angeles on August 3.