For the first time in over a decade, the NBA’s most popular jersey belongs to someone other than Stephen Curry or LeBron James — and it marks a historic first.
On Monday, the NBA revealed that Los Angeles Lakers star Luka Dončić led all players in jersey sales for the 2024–25 season, making him the first international player to ever top the list. The rankings were based on sales from NBAStore.com during the regular season.
Dončić’s jersey saw a significant spike in demand following his surprise trade from the Dallas Mavericks to the Lakers in February. His move to one of the league’s most iconic franchises elevated his already high profile, fueling a surge in merchandise sales as fans rushed to get their hands on his new purple and gold threads.
Although Dončić had consistently ranked among the top 10 in jersey sales for the past five seasons, this marks the first time he has claimed the No. 1 spot — dethroning a decade-long dynasty shared exclusively by Curry and James.
LeBron James dominated the charts in 2013–14 and 2014–15, during his final season with the Miami Heat and the first year of his return to the Cleveland Cavaliers. Stephen Curry then claimed the crown for three straight seasons at the height of the Warriors’ dynasty. James reclaimed the top spot in 2018 upon joining the Lakers and held it for five consecutive years. Curry briefly recaptured the No. 1 position last season.
While Dončić now leads the league in jersey sales, both Curry and James remain major draws. Curry finished second on this year’s list, with James following closely at third. Rounding out the top six are Boston Celtics forward Jayson Tatum (No. 4), New York Knicks guard Jalen Brunson (No. 5), and San Antonio Spurs rookie phenom Victor Wembanyama (No. 6) — despite the latter’s season being cut short due to a blood clot diagnosis.
Looking ahead, Dončić and James are set to lead the Lakers into a high-stakes playoff showdown against the Minnesota Timberwolves. Minnesota’s rising star Anthony Edwards, who ranked seventh in jersey sales, will be looking to make a statement of his own as the postseason gets underway.
