Nikola Jokic has, in many ways, rewritten the blueprint for what a modern NBA superstar should be. The Denver Nuggets center still doesn't have social media and currently represents the shoe brand 361 Degrees.
By living this way, he rarely gave people the material to comment on him. His name hardly ever pops up because he rarely gives interviews, while staying far from the spotlight of major sports brands like Nike, Adidas or Air Jordan.
As he revealed on the "X&O's Chat" podcast, he learned a more humble approach to life at a very young age while going to local bars with his father in his hometown of Sombor, Serbia.
"For me, friends at the table – that's the biggest highlight of the party. I went to concerts, discos, clubs, both foreign and domestic, rock. For me, the centerpiece of the party is the tambourine musicians, probably because of where I grew up," Jokic said . "I used to go to the pub with my dad when I was 10 years old. That may sound bad now, but I'm grateful for that."
"I would like people to behave in a pub the way my dad did. He's older now, but back then, the pub was an institution to him. I learned songs, how to behave, how to order drinks, how to call the waiter, what drinks to drink, how to act after you break a glass. My dad never broke the glass. I never saw him do that, but I did, multiple times, "the eight time All-Star added.
To understand the context of Jokic's story, it's important to know that in all Balkan countries, especially Serbia, social life often revolves around gatherings in clubs with local music. These occasions are for family and friends to come together, even during the workweek, sharing good wine or beer and meals. Music often sparks strong emotions, leading to large amounts of alcohol being consumed.
Jokic wasn't getting drunk at 10, but he observed firsthand how much his father valued the social side of life. Long before social media, people connected in person, friendships were built, romances bloomed, and unforgettable memories were created.
This approach to life stayed deeply ingrained in Jokic. Even 11 years after being drafted, he has not fully adopted the U.S. lifestyle. While some parallels exist, his upbringing reflects a completely different culture.
Throughout his career, The Joker has openly struggled with his weight, and he's never hidden how much he enjoys a beer with good barbecue and music. His more relaxed approach to life led to sharp criticism early in his career, but as Blake Griffin put it, Jokic proves that athleticism isn't everything .
"If you go watch Nikola Jokic — the best player in the NBA, or one of the best, arguably one or two — if you watched him at the combine, you'd be like, 'How is this guy getting drafted?'" Griffin remarked . "Like, there's no way he could be a top player in the NBA. But he is."
"The NBA is so much about pace and control — and obviously skill — that ranking athleticism can't always tell the full story. So I don't know what the right answer is for the combine. I mean, I think they have to do it, and it's good to have some of those metrics. But some of the best players in the league play at their own pace. They don't play super fast. They don't jump super high," Griffin added.
Of course, the fact that he likes to let off steam even during the season isn't a reason he's probably the most dominant player of his generation, but it's important to understand the context of the whole story. Jokic is miles away from his home, far from family and friends.
Every time during the season he gets the chance to play against a Balkan player, their hangouts feature light folk music, drinks, and food — not as intense as in the offseason, but far from minimal.
All of this contributes to his stability, which anyone in any field needs when daily life starts grinding, and Jokic has clearly found his own way that helps him stay at the top for so long.
This story was originally published by Basketball Network on Mar 7, 2026, where it first appeared in the Off The Court section. Add Basketball Network as a Preferred Source by clicking here.
