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

Los Angeles Lakers star Luka Dončić has unveiled a groundbreaking initiative aimed at redefining athlete-fan relationships. On January 28, 2026, he announced the launch of 77X, a company dedicated to creating original entertainment, collectibles, merchandise, and live experiences tailored for his fans. Alongside this venture, Dončić introduced Fan Pass, a free membership platform now available at 77x.world. This initiative marks a significant shift in how athletes engage with their supporters, allowing fans to actively participate in the creative process.

The launch comes during a remarkable season for Dončić, who has led the NBA in All-Star fan voting, become the league’s most-viewed player on social media, and earned the title of the second-best selling jersey in the first half of the 2025-26 regular season, according to data from the NBA and the NBA Players Association. “My fans mean everything to me,” Dončić stated. He emphasized his desire to foster a closer relationship with supporters, inviting them to not only observe his journey but to contribute actively.

A New Era of Athlete-Fan Connection

Historically, the relationship between athletes and fans has been fragmented, with content and merchandise often scattered across various platforms. This traditional model contrasts sharply with the evolving expectations of modern fans, who seek interactive and immersive experiences. With 77X, Dončić aims to create a cohesive platform that integrates media, commerce, and community engagement, all centered around the Fan Pass membership.

“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. She highlighted that the platform is designed to reflect Dončić’s career, interests, and creativity, providing members with exclusive access and a voice in product development. This innovative approach is viewed as a potential blueprint for the next generation of athlete brands.

The offerings under 77X will include a variety of merchandise and collectible releases, the first of which is scheduled for Valentine’s Day 2026. Members of Fan Pass will enjoy early access and exclusive previews of these products. The platform will also host live fan experiences, bridging the gap between virtual engagement and real-world interaction. Notably, during the NBA All-Star weekend from February 12-14, 2026, Dončić’s team will launch an immersive fan experience in Los Angeles.

Leveraging Technology and Partnerships

To facilitate the global reach of 77X, Dončić has partnered with Shopify, a leading commerce platform that supports numerous businesses worldwide. This collaboration is crucial for creating a direct-to-fan commerce model, allowing Dončić to maintain ownership of his brand while providing unique fan experiences. The partnership is designed to deliver a seamless shopping experience, empowering fans to engage directly with Dončić’s offerings.

“Every so often, someone changes the game in both culture and commerce. Luka Dončić is one of them,” remarked Harley Finkelstein, President of Shopify. He expressed enthusiasm for the potential of 77X to set a new standard for athlete-driven ventures. The integration of Shopify’s technology will enable personalized interactions and a scalable infrastructure that supports Dončić’s vision for authentic engagement with fans.

Fan Pass itself is a proprietary membership platform designed to enhance the fan experience. It grants Dončić complete control over his relationships with supporters, while also allowing for future scalability to other athletes. This model positions 77X not just as a brand but as a community that fosters deeper connections between athletes and their audiences.

In summary, the launch of 77X and Fan Pass by Luka Dončić represents a significant evolution in the sports industry, creating a unique environment where fans can actively engage with their favorite athlete. As the platform develops, it is poised to redefine the standards of fandom and athlete branding in the years to come.