For the first time in over a decade, the NBA’s top-selling jersey doesn’t belong to Stephen Curry or LeBron James.
It belongs to Luka Dončić.
After his blockbuster move to the Los Angeles Lakers, the 25-year-old Slovenian sensation now owns the league’s best-selling jersey — breaking a streak that’s lasted since the 2012–13 season.
📊 Full List: NBA’s Top 15 Jersey Sales (2024–25, Second Half)
- Luka Dončić – Leads all jersey sales after midseason Lakers trade.
- Stephen Curry – Former #1 falls, but still dominates in merch.
- LeBron James – Holds strong after 20+ seasons.
- Jayson Tatum – Boston’s face of the future.
- Jalen Brunson – Breakout year pushes him into elite company.
- Victor Wembanyama – Rookie sensation; ranks high in global jersey sales.
- Anthony Edwards – Big leap after All-Star buzz.
- Ja Morant – Still among the most marketable.
- Shai Gilgeous-Alexander – Leads Thunder; recognized for standout performances.
- Nikola Jokić – Consistent MVP-level play keeps him in top 10.
- Giannis Antetokounmpo – Global appeal remains unmatched.
- LaMelo Ball – Flashy playmaker; appeals to younger audiences.
- Kevin Durant – Veteran scorer; remains a popular figure.
- Devin Booker – Key player for Suns; known for scoring prowess.
- Jaylen Brown – Integral to Celtics’ success; earns spot in top 15.
🧢 The Generational Shift Is Real
Curry and LeBron dominated NBA merchandise for years. But now, Luka’s emergence — backed by rising stars like Anthony Edwards and Ja Morant — signals a changing of the guard.
Jalen Brunson cracks the top five, while Wembanyama climbs into the top 10 just months into his rookie year. This isn’t just a one-off — it’s a shift in who fans are connecting with, especially younger audiences.
🌍 The Global Wave Keeps Building
Five of the top 15 players aren’t even from the U.S. — and they’re not just international stars, they’re faces of the league.
- Luka Dončić (Slovenia)
- Victor Wembanyama (France)
- Nikola Jokić (Serbia)
- Giannis Antetokounmpo (Greece)
- Shai Gilgeous-Alexander (Canada)
Wembanyama’s No. 6 ranking is especially wild considering he’s still in his rookie season. Add in Jokić’s MVP dominance and Luka’s arrival in LA, and the message is clear: the NBA’s global era isn’t coming — it’s already here.
