Luka Dončić Tops NBA Jersey Sales in 2024–25. The NBA has a new jersey king. For the 2024–25 season, Luka Dončić of the Los Angeles Lakers sold more jerseys than any other player, according to NBAStore.com. His No. 77 Lakers jersey quickly became the league’s hottest merchandise item, breaking a streak that Stephen Curry and LeBron James had dominated for more than a decade.
Breaking a 12-Year Streak
For the first time since 2012–13, the top spot in NBA jersey sales did not belong to Curry or LeBron. Dončić’s rise marks a historic milestone—he’s the first international player in league history to lead jersey sales.
The last player to interrupt the LeBron–Curry era was Carmelo Anthony back in 2013. Since then, jersey sales have been almost exclusively ruled by the NBA’s two biggest global icons.
The Lakers Effect
Dončić’s blockbuster trade to the Lakers in February 2025 sent shockwaves through the NBA. His arrival in Los Angeles not only shifted the balance of power on the court but also ignited a surge in merchandise demand.
Following the trade, NBAStore.com reported a 21% increase in sales compared to the same post-trade deadline period the previous year, with Dončić jerseys leading the charge.
Top 3 Jersey Sellers of 2024–25
According to official NBA sales rankings:
- Luka Dončić – Los Angeles Lakers
- Stephen Curry – Golden State Warriors
- LeBron James – Los Angeles Lakers
Why It Matters
Dončić’s rise as the NBA’s top jersey seller is more than just a fashion statement. It highlights:
- The global reach of international players in today’s NBA.
- The enduring power of the Lakers’ brand in driving merchandise demand.
- A potential shift in the league’s marketing narrative from LeBron and Curry to the next generation of superstars.
Final Takeaway
By selling the most NBA jerseys last season, Luka Dončić ended a 12-year streak and cemented himself as the face of the NBA’s new era.