It's barely underway, not measurable at this point, with no parameters or apparent limitations, but it's unmistakably real and growing by the week.
Luka Lore materialized in Europe long before he became a Maverick, but now, halfway through Luka Doncic's NBA rookie season, the legend has blossomed into an America-sized phenomenon.
Doncic's latest exploits -- Friday's 29-point, 12-assist, eight-rebound, late-game heroics at Minnesota - had NBA fans and reporters buzzing well into Saturday's NFL divisional playoff opener featuring another rookie sensation, Patrick Mahomes.
As in the case of Mahomes, Doncic's team and its fans knew he would make an impact, but not this much of one, so soon.