The Slovenian star Luka Doncic became the first international player in NBA history to top the league in jersey sales, edging out longtime fan favorites like Stephen Curry and LeBron James.
Doncic’s rise to No. 1 followed his headline-making trade to the Los Angeles Lakers in February. The blockbuster deal sent him, along with Maxi Kleber and Markieff Morris, to L.A. in exchange for Anthony Davis, Max Christie, and a 2029 first-round pick. Since then, fan interest has skyrocketed.
The NBA reported a 21% jump in jersey sales on NBAStore.com after the Feb. 6 trade deadline, compared to the same stretch last year. Dončić’s move was the biggest driver of that spike.
Before this season, only three players had dominated the top jersey spot for more than a decade: Stephen Curry, LeBron James, and Carmelo Anthony (back in 2012-13). Doncic’s takeover ends their reign.
The top five best-selling jerseys this season belonged to:
- Luka Doncic – Los Angeles Lakers
- Stephen Curry – Golden State Warriors
- LeBron James – Los Angeles Lakers
- Jayson Tatum – Boston Celtics
- Jalen Brunson – New York Knicks
Luka Doncic led the NBA in jersey sales this season 😳
— Legion Hoops (@LegionHoops) April 14, 2025
(via @TheSteinLine) pic.twitter.com/apir3PfAzq
Doncic’s influence didn’t stop at merchandise. He also finished third in total player views across NBA digital platforms, racking up 1.82 billion views. Only James (3.23 billion) and Curry (2.56 billion) had more.
The league’s global reach is growing, too. Four international stars cracked the top 15 in jersey sales, including France’s Victor Wembanyama of the San Antonio Spurs, whose jersey ranked sixth.
Luka Doncic’s Lakers top NBA merchandise sales as Ja Morant and Stephen Curry dominate highlights
The Los Angeles Lakers led all NBA teams in merchandise sales for the 2024–25 regular season, according to NBAStore.com. Their strong finish reflects both the blockbuster addition of Luka Doncic and the franchise’s enduring appeal.
Luka, LeBron, and the Los Angeles Lakers have claimed top spots on the NBA’s Most Popular Jersey and Team Merchandise lists for the 2024-25 regular season. pic.twitter.com/NfoYe7d0Lv
— Los Angeles Lakers (@Lakers) April 15, 2025
At midseason, the Boston Celtics held the top spot in team merchandise sales. But by season’s end, the Lakers surged ahead. Rounding out the top five were the Celtics, Golden State Warriors, New York Knicks, and Chicago Bulls, teams with deep-rooted fan bases and rich histories.
Beyond sales, the league tracked digital engagement to spotlight the moments that captivated fans. While jerseys and team gear show loyalty and spending, the most-watched plays reveal what gets fans talking.
Leading the pack was Ja Morant’s pair of gravity-defying layups against the Brooklyn Nets on Nov. 4. The sequence racked up a staggering 286 million views, showing just how much a single highlight can ignite global attention.
According to NBA, coming in second was Stephen Curry’s slick behind-the-back crossover and finish against the Phoenix Suns on Dec. 28, which drew 136 million views.
READ: Luka Doncic’s Playoff Past Fuels Lakers’ Plan for Timberwolves Clash
