Luka Dončić Launches 77X and Fan Pass to Empower Fans

Los Angeles Lakers star Luka Dončić has unveiled a groundbreaking initiative with the launch of 77X and Fan Pass, creating a unique platform that merges entertainment, merchandise, and community engagement for his fans. Announced on January 28, 2026, this venture marks Dončić as the first athlete to consolidate his creative output—ranging from products to events—into a single, direct-to-fan universe.

The launch is particularly notable as Dončić leads the NBA in All-Star fan voting this season, has become the league’s most-viewed player on social media, and sits at No. 2 on the NBA Players Association top-selling jersey list for the first half of the 2025-26 season.

“My fans mean everything to me,” Dončić stated. “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 Model for Athlete-Fan Engagement

Traditionally, athlete-related content and merchandise have been scattered across various platforms, often leaving fans disconnected from their favorite players. 77X aims to bridge this gap by establishing a cohesive platform that unites media, storytelling, commerce, and community interaction. The Fan Pass membership, available at 77x.world, serves as the entry point for fans, offering them early access to exclusive content, limited product drops, and the opportunity to influence what is created.

Lara Beth Seager, Chief Business and Brand Officer for Dončić and CEO of 77X, highlighted the significance of this initiative. “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,” she explained. The platform is designed not just for transactions but for creating a vibrant community experience.

Key elements of 77X will encompass a range of products, experiences, and community interactions. Dončić and his team plan to roll out merchandise and collectible drops, with the first launch set for Valentine’s Day. Fan Pass members will receive exclusive access to these offerings as the 77X universe grows.

Technology and Partnerships Driving Innovation

To support the global commerce aspect of 77X, Dončić has partnered with Shopify, a leading commerce platform trusted by millions. This collaboration is pivotal for enabling Dončić to control his brand fully, from merchandising to exclusive drops and community events. Shopify’s infrastructure will facilitate a seamless direct-to-consumer model, enhancing fan interactions that align with Dončić’s vision of genuine engagement.

“Every so often, someone changes the game in both culture and commerce. Luka Dončić is one of them, and 77X is one of those moments,” remarked Harley Finkelstein, President of Shopify. He emphasized the potential of 77X to redefine the athlete-to-entrepreneur journey, combining commerce with fan engagement.

The Fan Pass was developed as a proprietary platform tailored specifically for the 77X ecosystem, allowing Dončić to maintain ownership of fan relationships while also being scalable for other athletes.

77X represents a significant shift in how athletes can connect with their fanbase, allowing for a more interactive, community-driven experience. As the platform unfolds, it promises to deliver a new level of engagement, fostering a deeper connection between Dončić and his supporters.

With the NBA All-Star weekend approaching, Dončić plans to bring the 77X universe to life with an immersive fan experience in Los Angeles from February 12-14, 2026. This event will showcase not only the products but also the culture and creativity that reflect Dončić’s diverse background.

Ultimately, 77X aims to set a new standard for athlete engagement, providing a platform where fans are not just spectators but active participants in the creative journey.