Luka Doncic
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Luka Doncic’s face is back in Dallas—this time on an Overwatch 2 ad outside the Mavericks’ arena, stirring fresh emotions months after his trade to the Lakers.
Luka Doncic, the superstar of the Lakers, returns to the Dallas spotlight—but in a different way than the Mavericks fans had anticipated. The American Airlines Center on Nowitzki Way has a new advertisement for Overwatch 2 that appears right in front of it. In the same arena, Doncic once inspired the crowd with his Mavericks jersey.
Half of Doncic’s face is shown in the ad along with the bold tagline ‘Cowboys Never Die’. Dallas supporters perceive the placement as a cruel reminder. Seven months after the shocking blockbuster trade, Doncic’s image is still present in the city he once called home.
&nbs
Luka Dončić takes over Dallas with a giant “Cowboys Never Die” billboard 👀 right on Nowitzki Way by the American Airlines Center
(Via @IsaacLHarris ) pic.twitter.com/yvav9aAGLs
— NBACentral (@TheDunkCentral) September 1, 2025
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A Painful Sight for Mavericks Fans
Dallas has been stirred up with fresh emotions by the choice of location for the ad to promote Season 18 of Overwatch 2, which started on August 26. Mavericks fans, who are still feeling the sting of losing their young star, are now confronted with his face every time they pass through the arena.
The ad was launched a day before the season’s launch and emphasized exclusive in-game rewards, which included a customized Stadium build inspired by Luka. To Mavericks fans, Doncic is more than just a game: he represents an opportunity that was snatched away by one of the most surprising trades in NBA history.
The Stunning Trade
The Mavericks and Lakers’ agreement is still one of the most surprising transactions in league history. The departure of Dallas’s five-time All-Star, who many believed would be the face of their franchise for the next decade, was not anticipated by many. Dallas had a growing worry about Doncic’s conditioning and long-term durability behind the scenes.
Although no one questioned his skill, some within the organization were concerned that his fitness could be a disadvantage. These doubts ultimately caused the Mavericks to pull the trigger on a trade that caused shockwaves across the basketball world.
Proving the Doubters Wrong
Doncic has emphasized strongly the need for conditioning this summer.
Pictures of his physical transformation have gone viral, showing an exploding and slimmer version of the Slovenian star. The reaffirmation of the Lakers’ commitment by their insiders has been a topic of discussion, and their dedication has only fueled excitement for the new season.
The Lakers were unable to demonstrate their trust in him for a long time. With the understanding that Los Angeles plans to put Doncic at the front of his career, the former NBA player signed a three-year, $165 million extension earlier this month. This may be just the start. If Doncic is eligible for a new contract in 2028, it could lead to a deal worth over $400 million, the richest in NBA history, as per projections.
The Lakers’ New Era
The move to Los Angeles has given Doncic’s career new life. The Lakers believe that he is the player who can take the baton from LeBron James and establish himself as one of the greats wearing purple and gold. That chance comes with a lot of pressure.
Doncic must win championships if he wants to be considered one of the Lakers’ all-time legends. Los Angeles’s standard isn’t just about individual greatness; it’s about banners. Rings have been a key factor in the definition of eras by Magic Johnson, Kobe Bryant, and now LeBron. The expectation for Doncic’s name to be engraved alongside those of others is clear: multiple titles.
A Season of Anticipation
The anticipation for Doncic’s first full season with the Lakers is visible.
His supporters are eager to watch how his game adjusts to Los Angeles, particularly now that he’s in his best shape and motivated to correct his critics. Dallas is still coping with the injuries.
Although Doncic’s presence on Nowitzki Way may be unpleasant, it’s a sign of a new era starting in Los Angeles. It’s uncertain if he will become the next Laker icon, but one thing is certain—Luka Doncic is once again in the spotlight, and the basketball world is following him.