This NBA season has stunned the basketball world with its unexpected twists—farewells to iconic head coaches, and blockbuster trades that reshaped the league. Among them, Jimmy Butler’s move to the Golden State Warriors turned heads, but nothing came close to the shockwave caused by Luka Doncic‘s trade to the Los Angeles Lakers. The move generated such a media frenzy that it even propelled Doncic past LeBron James and Stephen Curry in jersey sales.
Los Angeles Lakers guard Luka Doncic has become the first international player to top the NBA’s jersey sales list in a single season, according to a joint announcement from the NBA and the National Basketball Players Association.
The Slovenian star—formerly of Real Madrid and the Dallas Mavericks—is the first player since Carmelo Anthony in 2012–13 to break the decade-long dominance of Stephen Curry and LeBron James, who have consistently held the top spots in jersey sales over the past 12 seasons.
According to the statement, sales at the NBA’s official online store have surged by 21% since the Feb. 6 trade deadline, with Doncic’s blockbuster move to the Lakers cited as the primary reason for the spike.
Luka Doncic #77 and LeBron James #23 of the Los Angeles Lakers
Top-selling jerseys of 2024–25 season
Luka Doncic (Lakers)
Stephen Curry (Warriors)
LeBron James (Lakers)
Jayson Tatum (Celtics)
Jalen Brunson (Knicks)
Victor Wembanyama (Spurs)
Anthony Edwards (Timberwolves)
Ja Morant (Grizzlies)
Shai Gilgeous-Alexander (Thunder)
Nikola Jokić (Nuggets)
Giannis Antetokounmpo (Bucks)
LaMelo Ball (Hornets)
Kevin Durant (Suns)
Devin Booker (Suns)
Jaylen Brown (Celtics)
A new regret for the Dallas Mavericks?
Doncic already had one of the most popular jerseys during the first half of the season, but he wasn’t inside the Top 5—he ranked eighth in January. Wearing purple and gold has now propelled him to the No. 1 spot, thanks to a mix of loyal Slovenian supporters, global Lakers fans, and disenchanted Mavs followers who have followed him west.
No current Mavericks player appears in the Top 15, highlighting the impact of Doncic’s departure on Dallas’ brand visibility. Meanwhile, the Lakers, Suns (Durant & Booker), and Celtics (Tatum & Brown) are the only franchises with multiple players represented on the league’s most-sold jerseys list.
