DENVER — In an incredible double announcement that has electrified fans and stunned the sports world, Denver Nuggets superstar Nikola Jokic has not only signed a massive $350 million global endorsement deal — but he has also pledged $200 million of his future earnings to launch one of the largest athlete-led charity initiatives in history.
The news broke early Tuesday morning when Jokic appeared alongside major executives from Adidas, PepsiCo, and multiple international brands to unveil what insiders are calling “the largest personal endorsement deal ever signed by a European athlete.” The deal reportedly spans ten years and will include signature apparel, global brand ambassadorships, and media ventures.
But in a move that left even seasoned business executives speechless, Jokic immediately announced that over half of his earnings from the agreement would fund a new foundation called “The Jokic Legacy Project,” aimed at providing housing, education, and sports opportunities for underprivileged youth in Serbia, the United States, and across the world.
“I have been blessed beyond anything I ever dreamed,” Jokic said during a heartfelt press conference. “It’s time to give others the chance to dream even bigger. This is about more than basketball — it’s about life.”
The Jokic Legacy Project is expected to open its first state-of-the-art youth sports academy in Denver by late 2026, with plans for additional facilities in Belgrade, rural communities across Serbia, and major U.S. cities. Each academy will provide free education, mentorship, nutrition, and professional coaching for underserved children.
NBA Commissioner Adam Silver called Jokic’s initiative “one of the most inspiring acts of generosity in league history,”adding that the NBA will partner with the project to help expand its reach internationally.
Fans and public figures flooded social media with praise for Jokic’s unprecedented commitment. #JokicLegacy and #TheBigGift trended within hours, with celebrities, athletes, and world leaders applauding his decision to prioritize humanity over wealth.
At just 30 years old, Nikola Jokic has already changed the NBA record books — now, he’s changing the world. And with this announcement, he has elevated his legacy far beyond sports into something truly historic.