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Listen to the
people in the game.
2 continents
Inside Youth Basketball draws on five months of research in the United States and the Balkans, with insights from players, parents and coaches.
Explore the research ↗Tuning in…
77X / THE NEXT CHAPTER OF FANDOMIRL + DIGITAL
Luka is building
a universe
fans can play in.
An athlete-owned world built around his career. Original entertainment, collectibles and real-life experiences.
One universe. One Fan Pass.
THE LAUNCH MADE A STATEMENT.FEBRUARY 2026 / LOS ANGELES
Fast Company“MVP of
“MVP of
personal
branding.”
Fast Company covered the February launch of 77X—and Luka’s move from personal brand to an entire fan universe.
HAUWA OTORI / MARCH 25, 2026 ↗
PERSONALITY. MEET POSSIBILITY. 04 / COMMERCIAL POWER
The audience
is already here.
The reach. The relevance.
The power to move people.SCROLL TO EXPLORE ↓
77X / COMMERCIAL POWER
The opportunity is to
own the relationship.
77X INTERNAL DATA + PUBLIC RESEARCH · 16 SEPTEMBER 2026 · SOURCES ON EACH CARD
05 / LUKA DONČIĆ FOUNDATIONLJUBLJANA ↔ LOS ANGELES
THE JOY CRISIS IN YOUTH SPORTSKeep the joy.
Keep the joy.
Keep kids
in the game.
Luka’s Foundation is working to make youth sports more accessible, more supportive, and worth coming back to.
WHAT WE’RE PLAYING FORJOY
Less pressure to perform.
More room to become.
Listen to the
Make development
feel like play.
100 kids / 10 coaches
The Total Hoops Approach gives coaches and parents practical tools. The first clinic during All-Star Weekend 2026 put joy, confidence and love of the game into practice.
See Total Hoops in action ↗Help young athletes
stay in play.
$25K maximum per grant
Stay in Play offers one-year, needs-based support for ages 12–15: coaching, equipment, travel and participation fees. At least 77 athletes are planned over three years.
About Stay in Play ↗A GLOBAL MISSION. LOCAL WAYS TO PLAY.Across borders.
Across borders.
Into real lives.
STAY IN PLAY / FIRST-YEAR ELIGIBILITY
United States · United Kingdom · France · Spain · Italy · Germany · Greece · Slovenia · Croatia · Serbia
10eligible countries
2026 program scope
2026 program scope
PLAY + COMMUNITY + CARE
From welcoming 750 Dallas children to a game to bringing holiday joy to a children’s hospital in Slovenia, the work connects basketball with belonging.
Explore international impact ↗Joy is the reason
to start. And to stay.
OFFICIAL FOUNDATION SOURCES · REVIEWED SEPTEMBER 2026. GRANT AMOUNTS ARE CAPS, NOT AWARDS TO EVERY APPLICANT. 2026 APPLICATIONS CLOSED AUGUST 20; SELECTION IS UNDERWAY.
06 / 77X PLAYGROUND PROTOCOLLos Angeles.
Los Angeles.
Come out and play.
A SEASON OF POSSIBILITIES / CONCEPT MAP
ORBIT ON
EXPLORE THE SIGNALS
2026—27 / PROPOSED SEASON
DRAG TO EXPLORE · SCROLL TO ZOOM · SHIFT + DRAG TO TILT
PLACEHOLDER EVENTS. LOCATIONS ARE EXPLORATORY; NO VENUE OR BRAND PARTICIPATION IS CONFIRMED.
BUILDING LOS ANGELES…
MOVE TO AIM · CLICK TO GRAB / DROPDOUBLE-CLICK ANYTIME TO EXIT + RESTORE CURSOR
Setting up the room…