Luka Doncic stepped off the court and into full entrepreneur mode this week, announcing the launch of 77x.world, a collectibles and experiences company he built in partnership with Shopify.
The NBA star announced it on Instagram with a direct message: “With help from Shopify I launched my collectibles and experiences company 77x.world.” He also linked up with media personality Kheri for a full conversation about the venture, giving fans a closer look at what he’s been building.
This is a genuine breakthrough moment. For years, Doncic has been one of the most electric players in the league. 77x.world is a different kind of play. He’s building equity in his own name, on his own terms.
Shopify’s involvement matters. The e-commerce platform has a strong track record of helping athletes and creators build direct-to-fan businesses without needing a massive corporate structure to back them up. With Shopify’s infrastructure behind 77x.world, Doncic can focus on what he actually wants to create instead of getting tangled up in the operational side.
The collectibles market is genuinely booming right now. It goes way beyond trading cards. Limited drops, exclusive signed gear, and premium fan experiences have turned this industry into something serious. The fans driving it are loyal and ready to spend. Athletes with global reach are uniquely positioned to build in this space.
Doncic is one of the most recognized players in the NBA. His fanbase is deep in Europe, strong across the Americas, and keeps expanding. That kind of international pull gives 77x.world a built-in global audience from day one.
Choosing to talk through the launch with Kheri rather than go the traditional press release route was a smart move. The conversation gave fans a real, direct window into what Luka is building. That personal touch matters. People don’t invest in something new without a real person behind it.
The brand name itself tells a story. Doncic has carried the number 77 throughout his professional career. Centering the company around it connects the business to something fans already associate with him. This isn’t a generic licensing arrangement. It’s personal from the start.
Athletes who build beyond their sport tend to create something that lasts longer than a contract. Doncic is still playing at the highest level. Making this move now, at peak visibility with a massive global fanbase, is exactly the right timing.
Collectibles and experiences hit different for fans who grew up watching their favorite player rise. Owning a piece of that story, something tangible, is meaningful. Luka has built that kind of connection for years. Now there’s a real company positioned to honor it.
77x.world is live and the foundation is in place. What Luka builds from here is going to be worth paying attention to.
