Luka Doncic

Alston Choo
Nael El Khatib
Sam Kang

Key Words:
- Innovator
- Creative
- International
- Future
- Relatable
- Fun/Colorful
- Young/Fresh
- Wonderboy
- Stylish/Flashy
- Team Player/Inclusive

Background
- Description of brand
- Luka Doncic, 20y old Slovenian basketball player
- Young European star in NBA
- Adaptable “positionless guard”
- Limitless potential
- Demographics
- Potential fanbases: Dallas Mavericks, European basketball fans,
fans of young stars, Spanish basketball fans, Slovenian basketball
fans.
- Statistics
- 13th highest selling jersey rookie year
- 3.3mil votes for All Star Game
- 3rd in the league behind Lebron and Antetokounmpo
- Pro at 13 at Real Madrid
- International at 17
- Mavericks at 19

Licensing and Category Background

 - Current deals
- Bose - Music playing sunglasses
- Fanatics - Signatures and Collectibles
- Himalaya Media - Podcast
- Licensing Philosophy
- “We've been very selective about our partnerships” - BDA
- “Does it make sense for him to have 15 partners? No. Could he?
Yes” - BDA
- “We have purposely have structured all of his endorsement contracts
to be short-term, one-to-three years, to maintain market flexibility as
he grows as a player and person -- and, almost certainly, earning
power”

Personal Achievements:
- Top 20 NBA plays​: 4:35
- Self Introduction
- “Positionless guard”
- Signed with Real Madrid at 13
- Debuted for the senior squad at 16
- League champion and MVP at 18
- Gold Medal at EuroBasket playing for Slovenia at 17
- Placed on all Tournament team
- Drafted by the Mavs at 19
- 2019 Rookie of the year

Brand Licensing Strategy:

Goals
- Short Term
- Sign a deal for a signature shoe
- Engage with the European fanbase in the NBA
- Capitalize on success as a young star in the NBA
- Trademark nickname(s)
- Long Term
- Establish brand and personality past the court
 - Become a European icon in the NBA

Category and Product Initiatives

Apparel

- Signature shoes
- Currently unsigned, will directly help boost his image
and well as stature within the league
- Had a 2 year deal with Nike, ended his rookie
year
- Puma
- Nike
- Adidas

Food/Nutrition

- Children’s meal kits

- Promote Dončić’s image as the healthy, active, powerhouse
youngster.
- Yumble
- Subscription based delivery service
- Lowest price 6.99$ per meal
- Healthy, balanced, energy filled meals for kids

Contract Details
Shoes
- Terms of Length
- 3 year sneaker deal
- Exclusivity
- Puma
- Territories
- Worldwide

Nutrition
- Terms of Length
 - 3 year deal
- Exclusivity
- Yumblee
- Territories
- US
- Potential European Expansion

Royalty Analysis
- Royalty Rate
- Average for apparel is 9.4%
- Average for nutrition is 6.1%
- Royalty Income
- Giannis $9mil a year - NIKE
- Bagley $2-3m a year - PUMA
- Guarantees
- Emphasize over royalties
- "Our goal, which is very achievable, is for Luka to look at his
marketing endorsements and go, 'Wow, I don't have to spend a dime
out of my team contract’”

Graph

Retail Plan
 - Shoes
- DTR, Mass retailers
- Puma Stores
- Footlocker etc.
- Decathlon
- Children’s meal kit
- Subscription based service
- DTC
- Through personalized website and social media

Promotions and Sponsorships

- Huel (plant-based performance drink)
- Licensing agreement for a healthy, nutritious meal replacement
drink.
- Signature breakfast smoothies
- Extended partnership with Yumble
- Mass retailers
- Comes with free stickers, combine with school supplies

Strategy
- Ace Content Creators
- Create personal moments with the merch
- 1 Post a week
- Instagram
- Show off your sneakers! Best fit contest!
- Repost personal favorites
- Create a Luka in Europe hashtag (#LukaEUR)
- Twitter
- Communicate more with the fanbase
- Promote the brand
- Working out outdoors
- Fan meet and greets
- Promote #LukaEUR hashtag

Summary/Conclusion
- Establish Dončić’s brand through the US and the NBA
 - Through social media and content creating apps
- Signs 1-3 year deals for maximum market flexibility
- Highly important that sponsors reflect the his values
- Sign signature shoe deal
- Ideally with Puma
- Create a line of nutritional products for kids
- Ideally with Yumblee