Nikola Jokic doesn't really care about being cool. He cares about horses, winning basketball games, and apparently, finding a shoe that actually supports a 284-pound frame without falling apart by the fourth quarter. For years, the Denver Nuggets superstar was just another face in the Nike stable. He wore the GT Jump—a big, beefy shoe—but he never had his own name on the box. In the world of NBA marketing, that’s a loud silence.
Then everything changed.
In late 2023, the Nikola Jokic shoe deal became the talk of the sneaker world when he officially ditched the Swoosh to sign a multi-year partnership with the Chinese brand 361 Degrees. It wasn't just a move for money; it was a move for respect. Since then, we’ve seen the rollout of the Joker 1 and, more recently, the Joker 2, proving that the best player in the world doesn’t need a massive American corporate machine to sell sneakers.
The Breakup With Nike: What Really Happened?
Honestly, Nike dropped the ball. It’s rare for a back-to-back MVP and Finals MVP to be a "sneaker free agent," but that’s exactly where Jokic found himself. While guys like Ja Morant and Devin Booker were getting signature lines, Jokic was still lacing up general-release Nikes.
Some say Nike didn't think a center could sell shoes. Big men historically struggle at the cash register. But Jokic isn't a traditional big man. He’s a point guard in a lumberjack’s body. When his contract expired, 361 Degrees—the same company that signed his teammate Aaron Gordon—jumped in with a massive offer and, more importantly, the promise of a signature line.
He debuted the 361 Degrees Big3 Future High in a game against Toronto, and the internet basically melted. People were scrambling to figure out what the "361" logo even was.
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Entering the Joker Era: The First Signature Shoe
The Joker 1 wasn’t just a quick cash grab. 361 Degrees put some serious tech into it. They used something called Qu!kCQTECH (try saying that three times fast) which is essentially a supercritical foam that stays bouncy without losing its shape. For a guy like Jokic who moves in weird, rhythmic bursts, that stability is everything.
They also leaned hard into the branding. The "Joker" logo—a stylized jester hat—is everywhere. They even released colorways inspired by things like "Peppa Pig" and "SpongeBob," which is peak Jokic energy if you think about it. The man is a girl-dad who loves cartoons and winning titles.
Here is how the first line broke down in terms of pricing and tech:
The standard Joker 1 retailed for about $120 to $130 USD. It featured a Carbon Critical midsole and a "Diamond Grip" outsole. Then there was the Joker 1 GT. This was the "premium" version, retailing closer to $140 or $150. It added a Qu!kBONE carbon fiber plate for extra torque and stability. If you're a bigger player, that carbon plate is the difference between feeling secure and rolling an ankle.
The 2026 Update: The Joker 2 has Arrived
As of early 2026, we are officially in the Joker 2 era. The shoe launched right around late December 2025, and the feedback has been surprisingly strong. Visually, it’s a bit sleeker than the first one. It still has that high-top support because, let’s be real, Jokic isn't playing in low-tops anytime soon.
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One of the coolest details on the Joker 2 is the personal touch on the medial side. On the left shoe, you’ll find "Sombor, Serbia" along with his birthdate and jersey number. The right shoe lists his accolades: MVP, Champion, Finals MVP. It’s a literal resume on his feet.
The grip on the Joker 2 is also a major upgrade. They went with an aggressive rubber pattern that works on dusty courts, which is usually the Achilles' heel for Chinese sneaker brands.
Why the Deal Matters for the Business of Basketball
This Nikola Jokic shoe deal is a massive win for 361 Degrees. They are a titan in China, with over 6,000 stores, but they lacked a global "face" that people in the U.S. and Europe actually cared about. By snagging Jokic, they’ve bridged that gap.
It’s also part of a larger trend. We are seeing more stars look toward Asian brands like Anta (Kyrie Irving), Li-Ning (Jimmy Butler), and Rigorer (Austin Reaves). These companies offer more creative control and, often, a bigger slice of the pie.
Forbes estimated Jokic’s off-court earnings jumped to around $8 million last year, and a huge chunk of that is the 361 check. When you combine that with his $276 million supermax contract, the "humble horse racer" is actually building a massive financial empire.
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Common Misconceptions About the Deal
People think these shoes are hard to get. That's not really true anymore. While you won't find them at your local Foot Locker in the mall just yet, sites like Kicks Crew and the official 361usa website ship them globally.
Another myth? That they are "cheap" quality. 361 Degrees started as a running shoe company in 2003. They know how to make foam. The materials used in the Joker 2 are on par with what you'd see in a $160 Nike or Adidas performance shoe.
Actionable Insights for Fans and Hoopers
If you're thinking about picking up a pair of Jokic's shoes, here is the real-world advice:
- Size Up for Wide Feet: 361 Degrees tends to run a bit narrow. If you have wide feet, go up half a size.
- The GT Version is Worth It: If you actually play high-intensity basketball, pay the extra $20 for the GT or "Pro" versions. The carbon fiber plate makes a massive difference in stability for lateral movements.
- Check the Outsole: Most Jokic shoes use a very soft rubber. They are amazing on indoor courts but will get chewed up quickly if you play on concrete or blacktop outdoors.
- Wait for Sales: Unlike Jordans, these don't usually sell out in seconds. You can often find the "Ace" or "Denver" colorways on sale for under $100 if you're patient.
The Nikola Jokic shoe deal proved that the MVP doesn't need to follow the traditional path. He found a brand that treats him like the main character, and in return, he’s helping them take over the basketball world, one triple-double at a time.
If you want the best performance for your money, keep an eye on the Joker 2 "Joker" colorway—the deep purples and neon greens are easily the best-looking pairs they’ve released to date. Grab them from a verified retailer to ensure you're getting the actual carbon-fiber tech and not a knockoff.