It has been a happening first full season for Luka Doncic with the Los Angeles Lakers. On the court, the Slovenian point guard has been playing at an MVP level, putting up insane performances night after night. Meanwhile, off of it, Doncic has been making waves in the sneaker and merchandise world as well, as he recently made a massive announcement.

The Purple and Gold superstar announced that he is partnering up with Shopify Inc. to launch a direct-to-fan platform using his intellectual property to sell directly to fans. 77X is named after Doncic’s jersey number.

“77X is Luka taking ownership of his brand and building directly with his fans,” said Lara Beth Seager, Chief Business and Brand Officer for Luka Doncic, CEO of 77X, and CEO of Luka Doncic Foundation.

“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.”

This is huge news for the future as Doncic becomes the first athlete to bring together all realms of fandom from content to products to events, all under one roof, managed directly by the athlete to the fans.

His goal with 77X seems simple yet impactful: to create a new model of fan-to-athlete connection, making his supporters feel closer than ever to their favorite player.

It results from combining key elements such as entertainment, drops, access, live events, and collaboration at 77X. To join this newly established platform, fans can buy the Fan Pass, a free membership platform available now at 77x.world. Nonetheless, as groundbreaking as it may seem, the idea is still fairly new.

So, it will be worth watching what the future holds for Luka Doncic and 77X. If it turns out as planned, we’ll see more athletes following in his footsteps soon.

Meanwhile, Doncic’s thirst for making history isn’t just limited to off-court matters, as the five-time All-NBA guard even made history on the court recently.

Luka Doncic scripts history against the Chicago Bulls with his 46-point performance

The Los Angeles Lakers witnessed another night of magic from their star point guard, Luka Doncic, on Monday night as they took care of business against the Chicago Bulls. The 26-year-old wrapped up his team’s emphatic 129-118 road win with 46 points on 15-of-25 shooting, along with seven rebounds and 12 assists.

This terrific performance from Doncic included a solid no-look assist to teammate Jared Vanderbilt in the third quarter of the matchup, leading him to draw comparisons with NBA legend Larry Bird. As if that wasn’t enough praise for the point guard, he even went on to smash a long-standing Lakers record.

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“With 46 points against the Bulls, Doncic now has 2,038 points as a Laker in just 65 games. He’s the fastest to reach that mark, breaking George Mikan’s record (72 games), which he set in 1949! Luka is already making Lakers history,” a source reported.

While that’s massive news on its own, as Luka Doncic etched his name into Lakers history, what made it even more impressive was his extraordinary four-game performance: 149 points, 39 rebounds, 40 assists, 17 made threes, 40 free throws, and six steals.

No player has ever produced such a stat line in a four-game stretch.

Not even Michael Jordan accomplished this feat. This demonstrates just how impactful Doncic has been for the Lakers over the past few weeks and underscores his current dominance.

If he continues performing at this elite level, he appears poised to capture his first MVP honors this season as his remarkable development continues to unfold.