Lakers’ Luka Doncic opens up on major career move following dismal end to season

What looked like a promising season for Los Angeles Lakers guard Luka Doncic ended in sheer despair after he suffered a hamstring injury just a few games before the playoffs.

It forced Doncic, who was having an MVP-type run, to sit out the postseason, with the Lakers getting swept by the Oklahoma City Thunder in the second round. Even a special treatment in Spain was not enough to expedite his recovery.

Despite the dismal conclusion, the six-time All-Star had something to look forward to: The growth of his company, 77X.

It was launched in February, providing a platform for fans to connect more with the 27-year-old Doncic via collectibles, merchandise, exclusive content, and live experiences.

In a video he posted on Instagram, the popular superstar admitted he had never thought about starting a company. But he soon realized that he had to spread his wings, especially now that more athletes are building their own brands.

“I won’t be able to play basketball my whole life, so there’s a reason I wanted to do something else,” said Doncic.

“When I was younger, I just wanted to play basketball. But when you mature a little bit, you want to start your own business. There’s a lot in here, and it’s exciting to get to know it.”

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Doncic has said he does not see himself playing in the NBA until his 40s. Starting a company was a significant step in ensuring a stable future for himself and his two daughters.

In a report from Bloomberg’s Aysha Diallo, 77X CEO Lara Beth Seager noted that Doncic wants to be at the forefront of the direct-to-fan trend.

“Fandom has changed, but the athlete business model hasn’t. Gen Z and Gen Alpha don’t want to just watch anymore. They want to participate and influence, and the sports industry really hasn’t caught up to that yet,” said Seager.

Doncic continues to expand his business portfolio. In February, NBC Sports Kurt Helin reported that the high-scoring guard is part of an investor group looking to buy Vanoli Basket, a professional team in Italy.

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