How Luka Dončić of the L.A. Lakers made himself the MVP of personal branding

With the launch of 77X, the star player has figured out how to turn a personal brand into an entire world.

As I walked into a Sunset Boulevard venue this past February, Luka Dončić’s face greeted me, flashing across a wall of old-school televisions. The TV screens flickered between a surreal reel of images: Dončić’s mug, a NTSC rainbow effect, a Valentine sweetheart candy image with the words “too small,” and a graphic with the words “Lil Luka’s Heartbreak Factory: Level 1.”

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