Bad Luka, nice shoes
Caviar directors Ramy Youssef and Amir Farhang turn Luka Dončić’s inner drive into sporting poetry in Jordan's Luka 5 anthem”.
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Global sports and culture brand Jordan continues to elevate athlete storytelling with its new spot, helmed by Caviar directors Ramy Youssef and Amir Farhang.
The film reframes the performance gauntlet into something personal and introspective, inviting viewers into Luka Dončić’s internal anthem, Bad Luka. Nice shoes, a blend of grit, self-belief, and the quiet cadence of relentless training.
Rather than leaning on hyperbolic spectacle, the comedy spot takes a stripped-back approach, following Dončić as he prepares while writing tongue-in-cheek apology letters to former referees, coaches, and teammates, each paired with a peace offering in the form of the Luka 5 shoes. His blunt inner anthem, Bad Luka. Nice shoes., plays like a deadpan refrain, balancing elite focus with self-aware humor as the film cuts between physical preparation and wry reflection. The result is a campaign that embodies modern athleticism with a knowing wink, landing “Luka 5 Anthem” as both a cultural statement and a comedic athletic showcase.
Credits
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- Production Company Caviar/Los Angeles
- Director Ramy Youssef
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Credits
View on- Production Company Caviar/Los Angeles
- Director Ramy Youssef
- Director Amir Farhang
- Managing Director Michael Sagol
- Executive Producer Tova Dann
- Director Ramy Youssef & Amir Farhang
- Talent Luka Doncic
- Talent Boban Marjanovic
- Talent Adrian Wojnarowski
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Credits
powered by- Production Company Caviar/Los Angeles
- Director Ramy Youssef
- Director Amir Farhang
- Managing Director Michael Sagol
- Executive Producer Tova Dann
- Director Ramy Youssef & Amir Farhang
- Talent Luka Doncic
- Talent Boban Marjanovic
- Talent Adrian Wojnarowski
Produced by acclaimed production company Caviar, the work reflects the company’s ongoing commitment to producing visually bold, emotionally resonant branded films. Directors Youssef, known for his sharp wit and narrative depth, and Farhang, celebrated for his ability to fuse star power with cinematic storytelling, bring complementary sensibilities to the collaboration in Luka 5 Anthem.
Director Farhang is a creative director, writer, and filmmaker known for blending cinematic storytelling with narratives featuring elite athletes. His career highlights include directing Adidas' The Return, chronicling Derrick Rose’s comeback, and creating Nike’s The Church, which won a Cannes Grand Prix. Farhang has collaborated with some of the most iconic athletes in sports, including Serena Williams, LeBron James, Lionel Messi, Kobe Bryant, Kevin Durant, and Stephen Curry, with his work earning top honoUrs from Cannes Lions, D&AD, The One Show, and a Grand Effie.
Director Youssef is a Golden Globe-winning creator, actor, writer, and director best known for the critically acclaimed Hulu series Ramy, which has earned a Peabody Award, multiple Emmy nominations, and widespread recognition for its intimate, character-driven storytelling. Alongside his work in television and film, Youssef has directed branded campaigns for major global brands and talent, bringing a sharp, emotionally grounded perspective to commercial storytelling.
