Los Angeles Lakers player Luka Doncic has announced the launch of 77X, a new company focused on providing original entertainment, collectibles, merchandise, and live experiences for fans. The initiative also introduces Fan Pass, a free membership platform available at 77x.world.
Doncic is the first athlete to bring together content, products, events, and community into a single platform managed directly by himself for his fans. He introduced 77X through his personal social media account on Tuesday.
Lara Beth Seager, Chief Business and Brand Officer for Luka Doncic and CEO of 77X as well as the Luka Dončić Foundation, commented: “77X is Luka taking ownership of his brand and building directly with his fans. 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.”
The company aims to create a new model for fan-athlete interaction by making supporters feel closer to their favorite player. Key features of 77X include worlds, entertainment offerings, product drops, exclusive access opportunities, live events, and collaboration possibilities.
Harley Finkelstein, President of Shopify—which powers the commerce infrastructure for 77X—said: “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. 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.”
Doncic added: “My fans mean everything to me. 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.”
On-court performance was also discussed regarding Doncic’s playing style under Lakers head coach JJ Redick. While Doncic’s offensive skills are highly regarded—sometimes leading to high turnover rates due to risk-taking—Redick supports maintaining Doncic’s creative freedom during games.
He does not intend to restrict Doncic’s approach on offense because it allows him to perform at his best as a member of the Lakers.
