For the first time in NBA history, an international player has claimed the top spot in jersey sales. Luka Dončić, the 26-year-old Slovenian phenom, finished the 2024–25 regular season with the league’s most popular jersey — a landmark moment for global basketball.
Dončić leads a list typically dominated by long-time fan favorites Stephen Curry and LeBron James, marking the first time since the 2012–13 season that neither player has topped the rankings.
A Global Milestone
The rise in Dončić’s jersey sales follows his headline-making move from the Dallas Mavericks to the Los Angeles Lakers in February. The three-team trade, which sent Anthony Davis to Dallas, instantly boosted Dončić’s visibility — and his merchandise numbers.
At the time of the midseason rankings in January, Dončić ranked eighth. Since then, his Lakers jersey has surged in popularity, helping him surpass Curry and James on NBAStore.com. According to league data, Dončić’s jersey sales have increased by 21% compared to the same period last year.
2024–25 Top-Selling NBA Jerseys
- Luka Dončić (Los Angeles Lakers)
- Stephen Curry (Golden State Warriors)
- LeBron James (Los Angeles Lakers)
- Jayson Tatum (Boston Celtics)
- Jalen Brunson (New York Knicks)
Dončić’s rise coincides with a broader shift in league fandom, as more international stars make their mark in both performance and popularity.
Lakers Lead in Team Merchandise
The Los Angeles Lakers also topped team merchandise sales for the season, ahead of the Celtics, Warriors, Knicks, and Bulls. Dončić’s arrival, coupled with LeBron’s ongoing star power, has reinforced the Lakers’ place as the league’s most marketable franchise.
Most-Viewed NBA Players of the Season
While Dončić led in jersey sales, LeBron James remained the NBA’s most-viewed player on digital platforms. Content featuring the four-time champion generated over 3.23 billion views. Curry followed with 2.56 billion, and Dončić ranked third with 1.82 billion views.
Top five most-viewed players during the 2024–25 regular season:
- LeBron James – 3.23 billion views
- Stephen Curry – 2.56 billion views
- Luka Dončić – 1.82 billion views
- Victor Wembanyama – 1.47 billion views
- Nikola Jokić – 1.2 billion views
Rising international stars such as Wembanyama, Jokić, and Giannis Antetokounmpo also feature prominently in both sales and digital engagement, highlighting the league’s growing global influence.
Most-Watched Plays of the Season
The NBA also revealed the most-viewed plays across social platforms, led by Ja Morant’s acrobatic finishes against the Nets, which drew 286 million views. Stephen Curry’s behind-the-back crossover and finish against the Suns came in second with 136 million views.
Top five most-viewed plays:
- Ja Morant’s acrobatic layups – 286 million views
- Stephen Curry’s behind-the-back move – 136 million views
- Josh Giddey’s half-court game-winner – 70 million views
- LeBron James’ left-handed dunk – 61 million views
- Nikola Jokić’s full-court heave – 37 million views
Looking Ahead
Dončić’s debut playoff run with the Lakers begins on April 19, when they face the Minnesota Timberwolves in the first round. With growing momentum both on and off the court, all signs point to Dončić becoming not just the face of the Lakers, but a new global ambassador for the NBA.
His jersey might be the league’s top seller today — but his legacy could be just getting started.
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