HOW THE I'M LUCKY™ BRAND WAS BORN

The I’M LUCKY.™ brand 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.

While finishing his bestselling book Magnetic Habits, James was watching the movie Deadpool 2 when one superhero stopped him in his tracks: Domino. Her superpower wasn’t strength, speed, or invisibility. Her superpower was luck. At first, James thought luck as a superpower was silly. But the idea stayed with him. Most people think luck is random—you either have it or you don’t. So James began asking a simple question: Can luck be harnessed? Not superhero luck, but real-life luck. He began researching the psychology of luck, neuroscience, beliefs, identity, attention, and habit formation. Then he experimented on himself. James started using Lucky as his nickname—even asking his AI assistant to call him Lucky. The more he heard it, said it, and saw it, the more he began identifying with it. And something interesting happened: he started feeling—and noticing—that he was becoming luckier. Green lights. Great parking spaces. Helpful people. Unexpected opportunities and financial wins. Perfect timing. Little moments of good fortune he might once have overlooked. The more luck James noticed, the more evidence of luck he found. The more evidence he found, the stronger his belief became. And the stronger that belief became, the more luck he expected—and noticed. He called it the Lucky Loop™.

THEN CAME THE IDEA THAT CHANGED EVERYTHING

What if you could wear the belief? James began researching powerful words and identity statements that could reinforce the belief that he was a lucky person. That led him to two simple but powerful words: I’M LUCKY.™ He printed them across the front of a black shirt and started wearing it everywhere. It wasn’t just something he wore. Every time James looked in the mirror, glanced down at his shirt, saw himself in a photo, or heard someone read the words, he received the same message: I’M LUCKY. Then something unexpected happened. People started noticing. Strangers smiled. They stopped him and said, I love your shirt. Is Lucky your name? Are you really lucky? Where can I get one? That’s when James realized this could be bigger than him. It wasn’t just a shirt. It was an identity. And it was an identity other people could wear, reinforce, and make their own.

THE SCIENCE BEHIND THE SHIRT

Your brain is constantly filtering an enormous amount of information. What you believe, expect, and focus on can influence what gets your attention. That’s the idea behind I’M LUCKY.™ The shirt isn’t magic. It doesn’t guarantee money, success, opportunity, or lucky events. It helps remind you to look for them. When you repeatedly see I’M LUCKY, you give your mind a simple cue to look for evidence that supports that identity. You may begin noticing things you once overlooked: lucky breaks, perfect timing, helpful people, unexpected opportunities, new connections, money-making moments, financial possibilities, better experiences, and those moments when you simply find yourself in the right place at the right time. And noticing those opportunities matters, because you can’t act on an opportunity you never noticed. When you begin expecting good things to happen, you may become more open to possibilities, more willing to start a business, become more confident about taking chances, and quicker to recognize an opportunity and take action when it appears. That could mean noticing a new customer, a business idea, a job lead, a useful introduction, a way to earn or save money, an unexpected financial opportunity, or a chance encounter that leads somewhere you never expected.

Even the shirt itself can create opportunities. Someone sees I’M LUCKY.™ and smiles. They ask about it. A conversation begins. And sometimes one conversation, one introduction, or one unexpected moment can change your life forever. That’s the power behind the Lucky Loop™ WEAR IT → NOTICE IT → BELIEVE IT → LIVE A LUCKIER LIFE. The more evidence of luck you notice, count and collect, the more you reinforce the belief that you’re lucky. And the stronger that identity becomes, the more likely you become wealthier, healthier and happier. That’s why I’M LUCKY.™ was never meant to be just another slogan printed on a shirt. It’s a daily reminder to look for the good in everything, opportunities, people, money, timing, and experiences. A simple belief to stop saying I’m unlucky and start looking for reasons to say: I’M LUCKY.™

That’s how the I’M LUCKY.™ brand was born.

Two Words. One Powerful Identity.