"I want to feel like I connect with the fans, bring them out here so they can help me build this and show them what I like so they get to know me better."
"These athletes know that the future of fandom is direct connection that can't be mediated through third-party brand deals."
Luka Dončić launched his media company, 77X, in February, creating a unique fan experience at a venue designed around his personal aesthetic. This activation featured various attractions, including a basketball court and a gift shop. 77X aims to establish a self-owned platform for Dončić's brand, moving beyond traditional merchandise and sponsorships. He emphasizes the importance of connecting with fans directly, reflecting a broader trend among elite athletes seeking independent brand identities and direct fan engagement without third-party mediation.
Read at Fast Company
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