Luka Doncic Launches 77X Fan Platform Offering Experiences, Merchandise

Los Angeles Lakers star Luka Dončić is partnering with Shopify Inc. to launch a direct-to-fan platform, using his intellectual property to sell directly to fans.

77X, named after Dončić’s jersey number, will sell experiences, merchandise and collectibles, according to a statement. The financial terms of this partnership were not disclosed.