Los Angeles Lakers superstar Luka Doncic announced the launch of 77X, a company he built to create original entertainment, collectibles, merchandise, and live experiences for his fans. With this launch comes Fan Pass, a free membership platform available now at 77x.world.
Doncic becomes the first athlete to bring together all realms of fandom — from content and products to events and community — into one single platform managed directly by the athlete to the fans. He announced 77X via his personal social media account on Tuesday morning:
This season on 77X
Join now at https://t.co/0QZOWr3G3j pic.twitter.com/QmFrQQ99rC
— Luka Doncic (@lukadoncic) January 27, 2026
“77X is Luka taking ownership of his brand and building directly with his fans,” said Lara Beth Seager, Chief Business and Brand Officer for Luka Doncic, CEO of 77X, and CEO of the Luka Dončić Foundation. “It’s an ecosystem built around his career, passions, and creativity, with Fan Pass giving the community early access, exclusive content, and a voice in everything he does. We believe this is how the next generation of athlete brands will be built.”
Luka’s goal with this company appears to be creating a new model of fan-to-athlete connection, making the fan feel as close as they have ever felt to their favorite player. The key elements of 77X includes worlds, entertainment, drops, access, live events and collaboration.
“Every so often, someone changes the game in both culture and commerce. Luka Doncic is one of them, and 77x is one of those moments,” said Harley Finkelstein, President of Shopify. “It’s a new blueprint for fandom and the athlete-to-entrepreneur journey, and it could only be powered by Shopify. From storefronts inside fan universes to checkouts embedded in live experiences, Shopify is built for this scale of ambition. We’re building the future of commerce, Luka’s building the future of fandom – and 77x brings them together.”
“My fans mean everything to me,” said Doncic. “They’ve supported me at every step. With 77X and Fan Pass, I want to bring them in closer and give them a chance to create and build this with me. Not just watch it happen, but to be a part of it.”
JJ Redick allowing Luka Doncic’s creativity on court
Doncic’s mastery of the offensive end of the game is well-known. Arguably his only flaw is that his risk-taking can lead to high turnover rates. However, head coach JJ Redick believes that’s a necessary price to pay.
He is not planning to limit Doncic’s creativity on offense, knowing that it is what unlocks the best from the Lakers superstar.
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