A stunning legal clash has erupted between NBA superstar Luka Doncic and his own mother over the commercial rights to his name and brand. The Dallas Mavericks guard, fresh off his third consecutive All-NBA First Team selection, is locked in a high-stakes trademark battle that threatens a profound personal and financial rift.
Court filings reveal Doncic has petitioned the United States Patent and Trademark Office to cancel the trademark “Luka Doncic 7.” This trademark is currently controlled by his mother, Miriam Poterbin. The petition initiates a formal legal process that could lead to a trial, placing millions in future branding revenue in jeopardy.
The trademark, originally filed with Doncic’s permission, covers a vast commercial empire. It includes apparel, sporting goods, video games, digital media, perfumes, and educational services like basketball clinics. For years, Poterbin has managed this brand alongside director Boris Pozar, operating through lucadoncic.com and promoting the LD77 brand.
Doncic’s move to reclaim control follows his establishment of a new business team and a signature logo with the Jordan Brand. His new emblem features his initials, LD, his number 77, and an ‘S’ for Slovenia, inspired by a Mobius strip. This rebranding effort was reportedly preceded by unsuccessful written requests to his mother’s company to relinquish the old trademark.
The tension coincides with a shift in Doncic’s personal life. His longtime girlfriend, Slovenian model Anamaria Goltes, has become a more prominent figure, with the couple seen as an emerging power couple. Observers speculate Poterbin may feel sidelined after years of being the dominant influence in her son’s life and career.
Miriam Poterbin, a businesswoman and former model, has been her son’s most visible supporter. Her Instagram once overflowed with affectionate posts, but the last image with Luka dates to July 2021—the same period these business tensions began to surface. When contacted by Slovenian media, she declined to air private matters publicly.
“I don’t want to do laundry in front of everyone,” Poterbin stated, emphasizing her son’s need to focus on crucial games. She attributed the conflict to outsiders seeking control. Doncic, typically reserved with media, framed his actions as a necessary step for personal and professional growth.
“It’s important to me to control my own brand and focus on giving back to my community,” Doncic told reporter Marc Stein. His legal argument hinges on trademark law requiring active commercial use to maintain registration, alleging the existing trademark has not been properly utilized.
The legal proceedings could yield several outcomes, including dual ownership or complete cancellation. With Doncic’s lucrative NBA and Jordan Brand contracts forming the foundation of a potential billion-dollar empire, the financial stakes are monumental. The case pits familial bonds against business, leaving the basketball world watching as a superstar fights in a court far from the hardwood.
