Dang it, Luka!

We knew this day was coming…but in an alternate universe, it could have come a few years ago and Luka might have remained a Maverick with a Super Max Contract. Let’s unpack the branding lessons here…
Reminder: Don’t forget the BrandFathers new episode below and an incredible testimony from my friend, Chris Young, who escaped a mandatory life sentence.

This week, Luka Dončić finally gave us what Mavs fans had been wanting for years: a full magazine spread complete with training footage and glowing quotes about nutritionists, strength coaches, and offseason grind sessions in Slovenia and Spain.

It’s the kind of public reset we’ve come to expect from modern athletes. It's also something that should’ve happened years ago.

Let’s rewind prior to the most shocking trade in NBA history.

As a Mavericks fan, this moment feels long overdue. Luka's fitness and conditioning have been a quiet (and sometimes not-so-quiet) concern for the better part of his NBA career. The headlines weren’t about hard work, studying film or his nutrition regiment. They were about late-night gaming, weight issues, and arguing with referees. And in the age of athlete-controlled narratives, that's a massive missed opportunity.

Let’s walk through the best times to have done this:

• After the 2022 Playoff first-round exit? Perfect time.

• After missing the play-in in 2023? Even better.

• After a run to the Western Conference Finals fell short? Ideal.

• After losing to Boston in the Finals? Chef’s kiss for a redemption arc.

But we didn’t get it. Not until now. Not until a shocking trade, a public shaming, a city mourning and even a funeral procession downtown.

Instead, fans were left to apologize for Luka’s downsides because his potential was so high. So were team execs. So were sponsors. That’s risky business in an era where perception is often reality, especially for global stars with nine-figure contracts on the line. But, we have a new & much higher Salary Cap in the NBA that forces owners & GMs to be more fiscally responsible.

Luka is now in the land of Health & Wellness, standing next to LeBron, the gold standard in athlete longevity, and showing us the late-stage evolution. But what if he'd done this sooner? What if he had owned his narrative before the media filled in the gaps?

We are deep into the Player Empowerment Era. Athletes are no longer just players they’re full blown media businesses. They can broadcast their work ethic, goals, and values directly to fans, teammates, GMs and…owners. A 60-second reel of you grinding in the gym or on the beach all summer? That’s not vanity. That’s an investment in your image & reputation.

From a financial perspective, the cost of delay here is real, to the tune of $116 million by not getting his Super Max contract.

I teach a personal branding workshop for executives & athletes. It costs $249. Every now and then someone balks at that number, and that’s fine. But the real question is: What’s the cost of not being strategic about your brand?

Luka's latest media blitz is a reminder: the time to shape your story is before someone else does it for you.

Education:

The BrandFathers new episode is out NOW: This week, the Fathers talk about how ChatGPT and AI slop content is ruining your brand. Learn what to do and more importantly, what NOT to do.

Blessings:

Chris Young escaped a LIFE sentence in prison due to an incredible force of will: from himself and many others in his life. Kim Kardashian heard his story and supported his journey. His lawyer, Brittany Barnett, has become a friend of mine over the years and so has Chris.
He’s free, inspiring, speaking, going to school and writing. Below is a great trip down memory lane for any hip hop fan, and a strong testament to the power of the arts in our lives.