Luke Littler applies to trademark new catchphrase to flog clothes with slogan after becoming double world champion

Darts sensation Luke Littler has unveiled a bold new slogan after securing his place as a double world champion.

The teenage star, famously nicknamed The Nuke, has come up with the phrase “Born to Win” — and he’s already taken steps to trademark it.

Littler has submitted an application to the Intellectual Property Office in a bid to gain exclusive rights to the catchphrase. If approved, it would allow him to market a range of merchandise, including clothing and darts equipment, under the slogan. The application is currently under review.

But his ambitions don’t stop there.

The young champion is also taking his sports card side business to the next level. He has officially launched a new company, D10 Card Collective Ltd, registering it with Companies House.

The name cleverly references the double 10 checkout — a finish Littler often uses to close out a leg. According to filings, the company will focus on the retail sale of games, toys, and second-hand goods.

Despite already earning millions from his success on the oche, Littler continues to trade sports cards online via eBay — and demand for items linked to him is booming.

Some of his cards are now commanding eye-watering prices.

A signed Littler card is currently listed for a staggering £22,520, described as a rare 2025 Panini PDC Premier League Winners trading card, numbered just 3 of 3. Collectors are told it’s a premium item featuring a high-quality finish and a directly printed autograph.

Other cards are also fetching huge sums, including a 2026 Panini Bullseye card priced at £10,700, while another rare edition is listed at £11,000 — highlighting just how valuable Littler memorabilia has become.

The teenage prodigy has already racked up around £3 million in career prize money, largely from major Professional Darts Corporation events such as the PDC World Darts Championship and the World Matchplay.

On top of that, he’s earned an additional £600,000 through sponsorship deals with brands like BoohooMAN and Xbox — proving his success extends well beyond the dartboard.