Lakers’ Luka Dončić becomes first international player to have NBA’s highest-selling jersey, ousting Stephen Curry and LeBron James

Either Curry or James has held the top spot in the league’s jersey sales for the past 11 years

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For the first time in more than a decade, someone who isn’t Stephen Curry or LeBron James holds the most-sold jersey in the NBA.

On Monday, the league announced that Los Angeles Lakers guard Luka Dončić held the highest-selling jersey for the 2024-25 season, becoming the first international player to top the list.

Per the NBA, jersey popularity was determined based on sales on NBAStore.com throughout the 2024-25 regular season. Sales of Dončić’s jersey rose in the past two months, spurred by the guard’s shocking trade to the Lakers in February.

Prior to this year, Dončić had been in the top 10 highest-selling jerseys for the past five seasons.

Dončić broke an 11-year streak of either Curry or James holding the top spot. James was the highest-selling jersey during the 2013-14 and 2014-15 seasons — his final year with the Miami Heat and first with the Cleveland Cavaliers during his second stint — before Curry took over for the next three years during his championship run with the Golden State Warriors.

In 2018, when James joined the Lakers, he took over the top jersey spot again and held it for five straight years. Curry once again took over as the highest-selling jersey last season.

espite Dončić now owning the league’s most popular jersey, Curry and James are still best sellers: Curry came in as the No. 2 jersey in the league, with James at No. 3. Other top sellers include Boston Celtics forward Jayson Tatum at No. 4, New York Knicks guard Jalen Brunson at No. 5, and San Antonio Spurs center Victor Wembanyama coming in at No. 6, despite his season ending early due to blood clots.

Dončić and James will play the Minnesota Timberwolves — whose star, Anthony Edwards, came in at No. 7 — in the first round of the NBA playoffs.