Southwest Airlines received a significant blow this week when they decided to implement a new policy of charging fees for checked baggage, leading to a sharp decline in public approval.
Of course, things could be worse.
‘It’s not like we traded Luka,’ read an Instagram post from the airline in an apparent attempt to deflect mounting criticism.
In this scenario, “Luka” refers to the former Dallas Mavericks player, Luka Doncic, who was recently traded to the Los Angeles Lakers in a trade deal that many believe undervalued his worth.
Nico Harrison, the General Manager of the Mavericks, has faced substantial backlash from disappointed fans who are upset over Doncic being transferred to a rival team in the Western Conference, especially considering his pivotal role in leading the team to the NBA Finals last year. Recently, Mark Cuban, a minority owner of the Mavericks, confronted disgruntled fans, instructing them to stop their protests, which led to their removal from the American Airlines Center for chanting against Nico Harrison.
Now, amid widespread criticism of their new baggage policy, Southwest’s efforts to reignite uproar over the trade are being slammed online.
Luka, in this case, is former Dallas Mavericks star Luka Doncic, who was traded to the Los Angeles Lakers last month for a questionable haul deemed insufficient by team supporters
Mavericks fans have been hoping to see general manager Nico Harrison fired over the deal
Officially it was concerns over Doncic’s defense – and not his conditioning – that prompted Harrison to swap the 25-year-old offensive wizard for 10-time All-Star Anthony Davis
‘This is such a tone deaf (sic) post on the heels of destroying your brand identity and alienating your loyal customers,’ one critic wrote on Instagram.
‘This kinda feels like gaslighting,’ another wrote, adding: ‘lol.’
One critic told Southwest’s social media team to ‘read the room.’
Some of the posts aimed at Southwest offered starkly specific predictions.
‘Taking a screenshot of this as it will be the thumbnail for the harvard business review case study of destroying a brand and an entire company,’ one critic added.
Travelers were already vowing never to fly Southwest again following the policy change.
The new rule, which some X users believe marks the ‘end of an era,’ will take effect on May 28.
Southwest announced that it will still allow its Rapid Rewards A-List Preferred Members customers traveling on Business Select fares to have two free checked bags.
The airline will also give its A-List Members and other select customers the privilege of checking one bag for free.
Dallas Mavericks fans gather outside the arena before the game between the Dallas and the Houston Rockets to protest the Nico Harrison trade of Luka Doncic to the Los Angeles Lakers
Mark Cuban watches the game between the Dallas Mavericks and the Houston Rockets at the American Airlines Center. Meanwhile, one of the protestors is standing two rows backÂ
Officially it was concerns over Doncic’s defense – and not his conditioning – that prompted Harrison to swap the 25-year-old offensive wizard for 10-time All-Star Anthony Davis, rising guard Max Christie, and a future first-round draft pick.
‘I believe that defense wins championships,’ Mavs general manager Nico Harrison told ESPN’s Tim MacMahon , who was first to report Doncic’s 270-pound heft. ‘I believe that getting an All-Defensive center and an All-NBA player with a defensive mindset gives us a better chance. We’re built to win now and in the future.’
Doncic did not push for a trade, according to long-time NBA insider Marc Stein . Rather, Stein reports, the two sides were headed towards that five-year, $345 million extension until Saturday. And as sources have since revealed to MacMahon, the Mavs ‘had major concerns about moving forward with Luka Doncic due to his constant conditioning issues.’
Unfortunately for Doncic, he’s no longer eligible for that extension, according to former Brooklyn Nets assistant general manager and current ESPN salary cap analyst Bobby Marks. What’s more, Doncic and his $43 million salary now go from Texas, where there is no state income tax, to California , where rates can go as high as 12.3 percent. For now, he remains signed through the 2025-26 season and has a player option for 2026-27.
