In a groundbreaking moment for global basketball, Los Angeles Lakers star Luka Doncic has become the first international player in NBA history to top the league’s jersey sales. The NBA and NBPA announced the news on April 14, confirming that Doncic’s jersey was the best-selling of the 2024-25 regular season.
It also marked the first time since the 2012-13 season that neither LeBron James nor Stephen Curry led the list, breaking over a decade of dominance by the league’s two most recognizable American superstars.
1. Luka Doncic (Los Angeles Lakers)
2. Stephen Curry (Golden State Warriors)
3. LeBron James (Los Angeles Lakers)
4. Jayson Tatum (Boston Celtics)
5. Jalen Brunson (New York Knicks)
6. Victor Wembanyama (San Antonio Spurs)
7. Anthony Edwards (Minnesota Timberwolves)
8. Ja Morant (Memphis Grizzlies)
9. Shai Gilgeous-Alexander (Oklahoma City Thunder)
10. Nikola Jokic (Denver Nuggets)
11. Giannis Antetokounmpo (Milwaukee Bucks)
12. LaMelo Ball (Charlotte Hornets)
13. Kevin Durant (Phoenix Suns)
14. Devin Booker (Phoenix Suns)
15. Jaylen Brown (Boston Celtics)
Doncic’s rise to No. 1 is a perfect storm of talent, timing, and location. Traded from the Dallas Mavericks to the Lakers just before the February deadline, Doncic instantly became the face of the most iconic franchise in the league.
Fans across the world rushed to buy both Mavericks and Lakers versions of his jersey, propelling him to the top of the charts after being eighth on the midseason list. His move to Los Angeles sparked a 21% spike in jersey sales on NBAStore.com, making him not only a commercial powerhouse but also a transformative figure in one of the NBA’s largest markets.
The full list featured a compelling blend of emerging stars and familiar faces. Stephen Curry finished second, while LeBron James took third. Boston Celtics forward Jayson Tatum and Knicks guard Jalen Brunson rounded out the top five.
Notably, four international players made the top 10: Doncic, Victor Wembanyama (6th), Shai Gilgeous-Alexander (9th), and Nikola Jokic (10th), reflecting the league’s increasingly global appeal. Giannis Antetokounmpo, another international icon, finished just outside the top 10 at No. 11.
For Doncic, this milestone cements his place not only as a basketball sensation but as a global brand. The Slovenian guard has long been considered one of the league’s most gifted players, but his visibility has skyrocketed since the Lakers trade.
His games have delivered massive TV ratings, including a record-breaking 4.61 million viewers for a March showdown with the Celtics—the most-watched non-Christmas regular season game in seven years. His first appearance in purple and gold against his former team, the Mavericks, drew 2.5 million viewers and was the most streamed game ever on Max.
Beyond jersey sales, Doncic also ranked third in total digital views across the NBA’s platforms with 1.82 billion, trailing only LeBron James and Steph Curry. His success demonstrates not just the marketability of an international superstar, but the value of storytelling, drama, and big-market exposure in shaping public interest.
Now, as the Lakers prepare for a playoff matchup against Anthony Edwards and the Timberwolves, Doncic is not just the league’s top jersey seller—he’s also its new face.
For the first time in over a decade, the NBA’s commercial crown rests on international shoulders, signaling a global shift in the league’s identity and fandom.
