Luka Dončić Announces Never-Seen-Before Digital Fan Community Named 77X
Almost a year after his trade from the Dallas Mavericks, Luka Dončić is taking long strides outside of basketball. The Los Angeles Lakers superstar officially announced the launch of 77X, a new digital-first company designed to bring fans closer to everything he creates, from entertainment and merchandise to live experiences and community-driven content.
At the core of the venture is Fan Pass, a free membership platform now live at 77x.world. Through Fan Pass, Dončić becomes the first athlete to centralize content, products, events, and fan interaction into a single, direct-to-fan ecosystem that he fully owns and controls.
This season on 77X 📺 Join now at https://t.co/0QZOWr3G3j pic.twitter.com/QmFrQQ99rC
— Luka Doncic (@lukadoncic) January 27, 2026
The announcement came alongside a post on Dončić’s social media channels promoting the platform and encouraging fans to sign up ahead of upcoming releases tied to the project.
A Global Moment for Luka Dončić’s Expanding Reach
The timing of the launch reflects Dončić’s growing global presence during the 2025–26 season. He led the NBA in All-Star fan voting, emerged as the league’s most-viewed player across social platforms, and ranked second on the NBPA’s list of top-selling jerseys in the first half of the season.
Those milestones underscore why 77X is designed as more than a traditional brand extension. Dončić emphasized that the platform is meant to bring fans into the creative process rather than keep them at arm’s length.
“My fans mean everything to me,” Dončić said in the announcement. “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 New Model for Athlete-Led Fandom
Traditionally, an athlete’s brand is spread across multiple platforms, sponsors, and licensing partners, often limiting direct engagement with fans. Dončić’s vision for 77X is to consolidate those elements into a single universe he controls. Fan Pass serves as the entry point, offering early access to limited product drops, exclusive content, surprise unlocks, and opportunities for fans to provide input on future projects.
According to Lara Beth Seager, CEO of 77X and Dončić’s chief business and brand officer, the emphasis is on long-term ownership and authenticity.
“77X is Luka taking ownership of his brand and building directly with his fans,” Seager said. “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.”
The platform is structured around several core pillars, including original fictional worlds and characters, animation and gaming-inspired entertainment, and limited-run merchandise and collectibles. Fan Pass members will also receive exclusive access to live events and collaborations integrated into Dončić’s broader creative universe.
For Dončić, 77X represents a shift in how athletes can engage with fans — not as passive audiences, but as active participants in what comes next.
Latest NBA News & Trade Rumors
- NBA News: ‘A Little Bit Easier’: Luka Dončić Comes Back To Dallas More Settled With Los Angeles Lakers
- NBA News: Mavericks Let Control Slip Late as Luka Dončić’s Defense Fuels Los Angeles Lakers’ Rally In Dallas
- NBA News: ‘I Love The Challenge’: Dallas Mavericks Prepare For Luka Dončić’s Second Return To Dallas
- NBA Rumors: Los Angeles Lakers Trade Proposal Lands Brooklyn Nets Center As Luka Dončić’s Perfect Fit
