CHICAGO, ILLINOIS – JANUARY 26: Luka Doncic #77 of the Los Angeles Lakers dribbles the ball against the Chicago Bulls during the first quarter at the United Center on January 26, 2026 in Chicago, Illinois. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Patrick McDermott/Getty Images)

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Ricardo Sandoval

By Ricardo Sandoval

Contributing Sports Writer

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Los Angeles Lakers superstar Luka Doncic made a big announcement following the team’s win over the Chicago Bulls.

Doncic shared a two-minute clip on X (formerly Twitter) on his brand 77X.

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Doncic announced the launch of his company, a new digital fan community. 77X is a company that he built to create original entertainment, collectibles, merchandise, and love experiences for his fans, and Fan Pass, a free membership platform available on his website 77x.world.

The 26-year-old is the first athlete to bring everything he creates regarding content and products to events and communicate in a single direct-to-fan universe. His website also gives members access to drops, exclusive content, and a voice in what gets made. It is the first-of-its-kind athlete-owned fan universe.

CHICAGO, ILLINOIS - JANUARY 26: Luka Doncic #77 of the Los Angeles Lakers dribbles the ball against the Chicago Bulls during the first quarter at the United Center on January 26, 2026 in Chicago, Illinois. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Patrick McDermott/Getty Images)

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Is Luka Doncic Redefining Athlete Branding by Bringing Fans Into the Process?

Doncic spoke on what it means to drop a website that caters to fans.

"My fans mean everything to me," said Doncic. "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."

Chief Business and Brand Officer for Doncic and CEO of the Luka Doncic Foundation, Lara Beth Seager, spoke about what it means for him to build a brand and give the fans a voice.

"77X is Luka taking ownership of his brand and building directly with his fans," said Seager. "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 announcement of Doncic's site comes on the heels of yet another remarkable season from the Slovenian star. Once again, Doncic was named an All-Star and is having an MVP-caliber season. The Lakers' superstar is averaging 33.8 points per game, 8.8 assists, 7.8 rebounds and 1.5 steals while shooting 47.1 percent from the field and 34.3 percent from beyond the arc in 37 games.

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