Luka Doncic, the star player for the Los Angeles Lakers, has announced the launch of his innovative company, 77X, following the team’s impressive victory over the Chicago Bulls. In a two-minute video shared on X (formerly Twitter), Doncic unveiled plans for a digital fan community designed to enhance fan engagement and create unique experiences.
The new platform, 77X, aims to provide fans with original entertainment, collectibles, merchandise, and interactive experiences. Central to this initiative is the introduction of Fan Pass, a free membership program available on the website 77x.world. This platform allows members to access exclusive content, participate in product development, and enjoy early access to special events.
Luka Doncic is positioning himself as a pioneer among athletes by creating a comprehensive digital environment where fans can engage directly with his brand. “My fans mean everything to me,” Doncic 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.”
Building a Unique Community
Lara Beth Seager, Chief Business and Brand Officer for Doncic and CEO of the Luka Doncic Foundation, elaborated on the significance of this venture. “77X is Luka taking ownership of his brand and building directly with his fans,” Seager explained. “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 launch of 77X comes during a standout season for Doncic, who continues to impress on the court. He has once again earned an All-Star selection and is currently averaging an impressive 33.8 points per game, along with 8.8 assists, 7.8 rebounds, and 1.5 steals. His shooting accuracy stands at 47.1 percent from the field and 34.3 percent from three-point range across 37 games.
Doncic’s commitment to his fans and the innovative approach of 77X positions him as a leader in the evolving landscape of athlete branding. As sports fans increasingly seek deeper connections with their favorite players, initiatives like this could redefine how athletes engage with their supporters in the digital age.
For further updates on Doncic and the NBA, fans can turn to various sports news outlets, including Newsweek Sports.
