For the first time in NBA history, an international player has achieved the top position in jersey sales. Luka Doncic, a 26-year-old Slovenian genius, finished the 2024-25 regular season with the league’s most popular jersey. This is a groundbreaking moment in global basketball.
Doncic is leading the list normally dominated by longtime fan favorites Stephen Curry and LeBron James, and is marked for the first time since the 2012-13 season, where neither player has surpassed the rankings.
Global Milestones
The rise in sales of Doncic’s jerseys follows his headline move from the Dallas Mavericks to the Los Angeles Lakers in February. The three-team deal that sent Anthony Davis to Dallas immediately boosted Doncic’s vision and his number of items.
As of January’s midseason rankings, Doncic was ranked 8th. Since then, his Lakers jersey has skyrocketed in popularity, helping him outperform Curry and James on nbastore.com. According to league data, Doncic jersey sales are up 21% compared to the same period last year.
2024–25 Top Seller NBA Jersey
- Luka Doncic (Los Angeles Lakers)
- Stephen Curry (Golden State Warriors)
- LeBron James (Los Angeles Lakers)
- Jason Tatum (Boston Celtics)
- Jalen Brunson (New York Knicks)
The rise of Doncic is in line with a wider change in league fandom as more international stars make marks in both performance and popularity.
The Lakers lead the team’s products
The Los Angeles Lakers took the lead in team product sales for the season ahead of the Celtics, Warriors, Knicks and Bulls. Coupled with LeBron’s ongoing star power, Doncic’s arrival strengthened the Lakers location as the league’s most marketable franchise.
Most Watched NBA Player of the Season
While Doncic led the jersey sales, LeBron James remained the NBA’s most viewed player on digital platforms. The content featuring four-time champions has generated over 3.23 billion views. Curry continued with 2.56 billion people, while Doncic ranked third with 1.82 billion views.
Top 5 Most Viewed Players During the 2024-25 Regular Season:
- LeBron James – 3.23 billion views
- Stephen Curry – 25.6 billion views
- Lukadončić – 1.82 billion times
- Victor Wembanyama – 1.47 billion views
- Nikola Jokic – 1.2 billion views
International stars such as Wenbanyama, Jokic and Giannis Antetocomo stand out in both sales and digital engagement, highlighting the league’s growing global influence.
Most-watched play of the season
The NBA also revealed the most viewed plays on the social platform led by Ja Morant’s acrobatic finish against the Nets. Stephen Curry’s behind the scenes crossover and the Suns finish came in second with 136 million views.
Top 5 Most Viewed Theatres:
- Ja Morant’s Acrobatic Layup – 286 million times
- Stephen Curry’s behind the scenes – 136 million views
- Josh Giddey’s Half Court Game Winner – 70 million views
- LeBron James’ left-handed dunk – 61 million views
- Nikola Jokic’s Full Court Heave – 37 million views
Looking ahead
Doncic’s debut playoff run with the Lakers begins on April 19th, facing the Minnesota Timberwolves in the first round. With momentum gaining on and off the court, all indications show Doncic will become the NBA’s new global ambassador, not just the face of the Lakers.
His jersey may be the league’s top seller today, but his legacy may have just begun.
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