In the 2014 NBA Draft, the Denver Nuggets selected Serbian center Nikola Jokic as the 41st overall pick. However, his selection went unnoticed by many, as ESPN aired a Taco Bell commercial during that pivotal moment. This oversight has since become a notable anecdote in NBA history.
Reflecting on this incident, Jokic humorously revealed in the documentary ‘Court of Gold’ that he has never eaten at Taco Bell because of that experience. “I think I never had a Taco Bell just because of that,” he said jokingly.
Stellar career ever since
Despite the initial snub, Jokic’s career has been nothing short of remarkable. He has earned multiple MVP awards and led the Nuggets to their first NBA championship in 2023. Embracing the humor of his draft night, Jokic joked after his second consecutive MVP win, “Hopefully, I’m going to have some percentage from Taco Bell.”
Interestingly, the commercial aired during Jokic’s selection inadvertently boosted Taco Bell’s brand value. Reports suggest that the ad spot during his draft selection could have increased their brand value by as much as $4.4 million.
Beyond this anecdote, Jokic’s journey to NBA stardom involved significant personal changes. Upon entering the league, he struggled with fitness, partly due to consuming up to three liters of Coca-Cola daily. Determined to improve, he replaced sugary drinks with healthier options, leading to his transformation into one of the league’s most dominant players.
Jokic is known for his sense of ironic and cold humor, and this story further proves that he is able to take a joke on the chin, reacting to it in a lighthearted way while achieving extraordinary success on the court.
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