For over a decade, two names dominated NBA merchandise sales: LeBron James and Stephen Curry. Their rivalry extended beyond the hardwood, shaping global fandom and jersey racks alike. That changed this season.
Luka Dončić, the 26-year-old sensation from Slovenia, has rewritten the script.
After a seismic midseason trade landed him in Los Angeles, Dončić quickly became the league’s hottest name — and the most purchased on the back of a jersey. He now holds the title of the NBA’s top-selling jersey for the 2024–25 regular season, marking the first time in league history that an international player has led the charts.
From Slovenia to Staples Center
Dončić’s move from Dallas to the Lakers in February wasn’t just a front-page sports headline — it was a marketing earthquake. In the weeks following the trade, sales of his Lakers jersey surged, pushing him past household legends in Curry and James.
The impact was immediate. Ranked just eighth in the midseason jersey report, Dončić’s move to one of the NBA’s most storied franchises catapulted him to the top spot by season’s end — a 21% jump in sales compared to the same stretch last year.
The Changing Face of the League
This season’s top jersey sales list captures a snapshot of a shifting NBA landscape:
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Luka Dončić (Los Angeles Lakers)
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Stephen Curry (Golden State Warriors)
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LeBron James (Los Angeles Lakers)
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Jayson Tatum (Boston Celtics)
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Jalen Brunson (New York Knicks)
Dončić’s ascent signals more than just personal branding success — it reflects the league’s expanding international appeal. With stars like Giannis Antetokounmpo, Nikola Jokić, and Victor Wembanyama also cracking the top ten, the NBA is clearly becoming more global — not just in talent, but in fan engagement.
Lakers Still the League’s Commercial Powerhouse
Despite changing rosters and shifting dynamics, the Lakers remain the NBA’s top team in merchandise sales, followed by the Celtics, Warriors, Knicks, and Bulls. The arrival of Dončić only solidified Los Angeles’ stronghold on the market.
And while Dončić may lead in jersey sales, when it comes to digital visibility, LeBron James continues to command attention. James was the most-viewed player across all NBA digital platforms this season with a staggering 3.23 billion views. He was followed closely by Curry (2.56 billion) and Dončić (1.82 billion), proving the new Lakers duo is as marketable as it is talented.
Top Ten Most-Viewed Players of the Season
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LeBron James – 3.23 billion views
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Stephen Curry – 2.56 billion views
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Luka Dončić – 1.82 billion views
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Victor Wembanyama – 1.47 billion views
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Nikola Jokić – 1.20 billion views
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Ja Morant – 1.09 billion views
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Shai Gilgeous-Alexander – 1.06 billion views
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Giannis Antetokounmpo – 897 million views
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Anthony Edwards – 800 million views
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Jayson Tatum – 766 million views
Viral Highlights Drive Fan Connection
The NBA also revealed its top digital moments of the regular season, led by Ja Morant’s gravity-defying layups, which pulled in 286 million views. Other standout clips include a behind-the-back masterpiece from Curry and a full-court buzzer beater from Jokić.
Most-viewed plays of the 2024–25 season:
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Ja Morant’s double acrobatic finish – 286 million views
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Stephen Curry’s behind-the-back crossover and finish – 136 million views
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Josh Giddey’s half-court game-winner – 70 million views
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LeBron James’ left-handed slam – 61 million views
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Nikola Jokić’s full-court heave – 37 million views
All Eyes on the Playoffs
Dončić’s next chapter begins in the postseason. He’ll make his playoff debut with the Lakers against the Minnesota Timberwolves on April 19 — with championship hopes and sky-high expectations.
From a global perspective, this season feels like a pivot point. Luka Dončić isn’t just topping jersey sales — he’s signaling a new era. The NBA’s center of gravity is shifting, and fans around the world are buying in.
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