HOW I’M LUCKY.™ BRAND WAS BORN

Two Words, One Identity 

The I’M LUCKY.™ Brand and Movement was created by James N. Uberti, bestselling author, mindset expert, Certified Functional Diagnostic Nutrition Practitioner (FDNP), personal development coach, and host of the Magnetic Habits podcast. But the inspiration came from an unlikely place. A superhero movie.

While finishing his bestselling book Magnetic Habits, James was watching Deadpool 2 when one superhero caught his attention: Domino. Her superpower wasn't strength, speed, or invisibility. Her superpower was luck. At first, James thought the idea was silly. But it sparked a question that would change everything: What if you could harness the power of luck not superhero luck but real life luck?

James began researching the psychology of luck, neuroscience, beliefs, identity, and how our minds recognize opportunities. Then he decided to experiment on himself. He started calling himself Lucky. He even asked his AI assistant to call him Lucky. And something fascinating happened. He began noticing luck everywhere. Green lights. Perfect parking spaces. Helpful strangers. Unexpected financial wins. Opportunities appearing at just the right moment. The more luck he noticed, the luckier he felt. The luckier he felt, the more good fortune he began to recognize. He called it the Lucky Loop™.

THEN CAME THE BIG IDEA

What if you could wear your luck and become luckier? James printed two powerful words across a black T-shirt: I’M LUCKY.™ Every time he looked in the mirror, glanced at his shirt, or heard someone read those words, he reinforced the same identity. Then strangers began stopping him. "I love your shirt!" "Are you really lucky?" "Where can I get one?" That's when he realized something. This wasn't just a shirt, an affirmation, or a logo. It was an identity anyone could choose to embrace. And that's how the I’M LUCKY.™ Brand and Movement was born.

THE POWER BEHIND THE BRAND

Your brain tends to notice more of what you focus on. When you begin to see yourself as lucky, you may start recognizing opportunities, helpful people, financial possibilities, and positive experiences you once overlooked. The shirt isn't magic. It's a daily reminder to look for the good, recognize opportunities, and take action.

That's the Lucky Loop™: WEAR IT → NOTICE IT → BELIEVE IT → ATTRACT IT. The more luck you notice, the more you reinforce your belief that you're lucky. And that mindset can inspire choices and actions that help you create a wealthier, healthier, and happier life.

The I’M LUCKY.™ Brand is more than clothing or accessories. It's a movement built around one simple idea: You don't have to wait for luck to find you. You can start creating your own.