• by Sarah Mahoney  @mahoney_sarah, June 13, 2023

Every fan knows Nike is supposed to celebrate its champion athletes when they finally win the trophy. We expect massive dunks. Sweaty close-ups. Steely-eyed athletes sinking three-pointers as crowds erupt.

Not this time, Denver. Nike toasted MVP Nikola Joki with a spot straight out of a stand-up comic's overused playbook.

The video posted on Twitter just after the win doesn't even have a video. "So a Serbian walks into an arena. Wins an MVP. Wins another one," it begins, with type on a black background set to an oompah soundtrack. It finishes the short story: "Wins a ring. Brings a city together. And everyone is happy. That's it. That's the punchline."

The droll understatement makes a perfect fit for Jokic, nicknamed "the Joker" by adoring fans. A Nike athlete (albeit one without his own shoe), he's already won the city over with his dry wit, underdog story and unflappable on-court demeanor.

But his already enamored fan base went bananas during this playoff season. First, he smashed scoring records as Denver dominated the L.A. Lakers, led by legendary LeBron James. (Yes, he's one of Nike's biggest stars.) And the team moved on to defeat the Miami Heat in five games.

It's the first NBA championship in the Denver franchise's history, and the Nuggets celebrated with Serbian dance tunes in the locker room. The team started as the Denver Larks in 1967, then became the Rockets before changing the name again to the Denver Nuggets in 1974.

People flocked to Twitter to send their love, with congrats pouring in from Magic Johnson, Barack Obama and players throughout the league.

Joki is 6'11' and the first center to win MVP since Shaquille O'Neal of the Lakers did so in 2002.

The ad comes shortly after another Nike ad that veers from its tradition, with an inspirational spot highlighting the make-believe fans and athletes who star in "Ted Lasso."