Luka Dončić Unveils 77X and Fan Pass, Revolutionizing Fan Engagement

Luka Dončić, the star of the Los Angeles Lakers, has launched 77X, a groundbreaking venture designed to create original entertainment, merchandise, collectibles, and live experiences for his fans. Alongside this initiative, he introduced Fan Pass, a free membership platform available at 77x.world. This marks a significant step as Dončić becomes the first athlete to consolidate all aspects of his brand—from content and products to events—into a single direct-to-fan universe.

The announcement arrives during a remarkable season for Dončić, who has led the NBA in All-Star fan voting, emerged as the league’s most-viewed player across social media platforms, and ranked second on the NBA Players Association’s best-selling jersey list for the first half of the 2025-26 regular season.

“My fans mean everything to me,” Dončić stated. “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.”

A New Era of Athlete-Fan Interaction

Traditionally, an athlete’s engagement with fans has been fragmented, often relying on various platforms and partners beyond their control. Dončić’s 77X aims to redefine this model by creating a unified space that combines media, storytelling, commerce, and community. The Fan Pass serves as the gateway, offering members early access to limited product drops, exclusive content, and a voice in the creative process.

“77X is Luka taking ownership of his brand and building directly with his fans,” explained Lara Beth Seager, Chief Business and Brand Officer for Luka Dončić and CEO of 77X. “It’s an ecosystem built around his career, passions, and creativity.” The initiative seeks to establish a new blueprint for how athlete brands will evolve, focusing on direct interaction and fan involvement.

Key offerings from 77X will include a variety of merchandise and collectible releases, with the first drop scheduled for Valentine’s Day. Additional items will be unveiled throughout the year, and Fan Pass members will receive priority access.

In-Person Experiences and Innovative Partnerships

Beyond merchandise, Dončić’s vision extends to live fan experiences designed to engage younger audiences and families. NBA All-Star weekend, recognized as the league’s largest fan event, will feature an immersive 77X experience in Los Angeles from February 12-14, 2026.

The creative direction of 77X draws inspiration from Dončić’s Balkan heritage, his experiences in Spain and America, and his personal interests, including gaming and storytelling.

To facilitate this ambitious project, 77X has partnered with Shopify, the leading global commerce platform. This collaboration aims to empower Dončić to maintain control over all facets of his brand, from merchandise to community engagement. With Shopify’s support, 77X will have the necessary infrastructure to reach a global audience and foster personalized interactions with fans.

“Every so often, someone changes the game in both culture and commerce. Luka Dončić is one of them,” 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.”

The Fan Pass, developed in-house, is a proprietary platform designed specifically for the 77X universe. It ensures that Dončić maintains ownership of his relationship with fans while providing scalability for other athletes in the future.

About 77X: Founded by Luka Dončić, 77X aims to bring original entertainment, merchandise, collectibles, and experiences directly to fans. Unlike traditional athlete brands, Dončić retains control over the intellectual property and the creative direction, enabling him to build a community through Fan Pass, available for free at 77x.world.

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