For the first time in over a decade, the NBA’s top selling jersey sales leaderboard has a new name at the top: Luka Dončić.  This marks the first time since the 2012-13 season that someone other than LeBron James or Steph Curry has led in jersey sales. The last player not named LeBron or Curry to top jerseys sales? When Carmelo Anthony played for the Knicks all the way back in 2013.

The Slovenian superstar’s shocking, no-one-saw-coming-except-Nico-Harrison trade to the Los Angeles Lakers not only shook up the league but also propelled his No. 77 jersey to the best-selling spot for the 2024-25 season.

Top 10 Best-Selling NBA Jerseys for 2024-25

Dončić’s jersey sales surged following the February 2025 trade deadline, with NBAStore.com reporting a 21% jump in overall sales compared to the previous year. That spike, driven largely by his arrival in L.A., made Dončić the first international player in history to top the NBA’s annual jersey sales rankings.

The increased sales reflects more than just on-court talent—it’s what a playing for one of the largest markets in the United States can do for player popularity, visibility and sales. Add to that the Lakers’ unmatched brand power as well as the ever-growing international audience for the NBA. Last season? Luka’s jersey was the 6th best-selling jersey in the league.  In any case, here’s the top selling jerseys for the 2024-25 NBA season.

Curry holds the second spot, continuing to dazzle with his shooting and maintaining Golden State’s playoff hopes at 37 years old. With Curry on the court, Golden State always has a chance – at least according to Pin Up Basketball — to win. LeBron is still one of the league’s biggest draws, sits third as he adds to his legendary career alongside Dončić in Purple and Gold. Last year’s NBA champion Boston Celtics boasts Jayson Tatum, ranked fourth. The Knicks’ All-Star Jalen Brunson breaks into the top five.

Victor Wembanyama, already ranked sixth in just his second season, continued to stun the league with his alien behavior. Anthony Edwards, seventh, emerged as the face of the Minnesota Timberwolves with his blend of high flying dunks, leading the league in made three pointers and magnetic personality (the kids call it “aura). Ja Morant is #8 on the list having returned from suspension and delivered highlight-reel performances for Memphis.

The final two? It’s the two candidates for MVP Shai Gilgeous-Alexander at #9 and Nikola Jokic at #10. SGA has quietly pushed the Thunder to the best record in the league and most certainly will earn first-team All-NBA honors. Jokić is having his best season and single-handedly keeping Denver in contention, averaging a triple-double for the season and making a strong case for a rare fourth MVP.

 

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A New Era in Jersey Sales

The Los Angeles Lakers not only boast the top-selling player jersey but also lead in overall team merchandise sales. The combination of Dončić and James has created a merchandising juggernaut, with the Lakers topping the team sales chart, followed by the Boston Celtics and Golden State Warriors.​ With Curry and LeBron a couple years from retirement and 26-year old Doncic just entering his prime in Los Angeles, look for Luka’s name to etched into the #1 or #2 spot in terms of jersey sales over the next decade.

The Lakers’ dominance in merchandise isn’t new—Kobe Bryant’s popularity drove years of jersey sales, and LeBron has continued that legacy. But Dončić’s arrival has sparked renewed local and  global attention, especially from international fans and markets in Europe. According to the NBA, global viewership of Lakers games increased by 14% after the trade, with marked growth in Slovenia and across the EU.