Los Angeles Lakers star Luka Doncic announced on Tuesday, January 27, 2026, the creation of 77X, a company designed to give fans one location for original content, limited-edition products, live events and community interaction.
The project debuts with Fan Pass, a no-cost membership now available at 77x.world. The platform positions Doncic as the first athlete to manage every aspect of fandom—ranging from videos and merchandise to in-person experiences—under a structure he controls directly.
“My fans mean everything to me,” Doncic said in a statement. “With 77X and Fan Pass, I want them closer than ever, helping me build this instead of just watching it.”
Lara Beth Seager, chief business and brand officer for Doncic and chief executive of both 77X and the Luka Doncic Foundation, called the venture “an ecosystem built around his career, passions and creativity.” She added that members will receive early access, exclusive material and influence over future projects.
Harley Finkelstein, president of Shopify—which is powering the commerce side of 77X—described the partnership as “a new blueprint for fandom and the athlete-to-entrepreneur journey.”
According to 77X, the initiative will roll out features in six areas: worlds, entertainment, drops, access, live events and collaboration.
Redick Embraces Doncic’s On-Court Risk-Taking
Separately, Lakers head coach JJ Redick said he has no plans to curb Doncic’s offensive freedom, noting that the guard’s creative playmaking is essential even if it occasionally leads to turnovers.
Source: Lakers Nation
