Luke Littler is expanding his brand beyond the oche with a new business venture and trademark application. The 19-year-old English darts star, nicknamed "The Nuke," has filed to register the slogan "Born to Win" with the Intellectual Property Office. If approved, this would give him exclusive rights to use the phrase on products like clothing and darts equipment.
In another commercial move, Littler recently founded a company called D10 Card Collective Ltd, named after his signature double 10 checkout. Official documents show the company focuses on selling games, toys, and second-hand goods, but its practical emphasis is on sports trading cards. This market appears highly lucrative for Littler, with his own cards fetching staggering sums online.
A limited, signed 2025 Panini PDC Premier League Winners card—of which only three exist—is currently listed for £22,520. Another card from the 2026 Panini Bullseye series is being offered for around £10,700. Panini describes such cards as "a timeless piece of sporting history" and notes that the limited-edition Premier League card features an autograph printed directly onto it, enhancing its authenticity and value.
Littler, already a two-time world champion at 19, is building a sustainable career beyond darts through these initiatives. With his own company, a potential clothing line, and a strong presence in the collectibles market, he is seen as a future top earner who could become the first darter to break the £3 million barrier. The coming months will determine whether the "Born to Win" trademark is approved and if D10 Card Collective Ltd can establish itself in the sports memorabilia world.
