Luka Doncic has officially become the first foreign player to top NBA jersey sales, leading the 2024-25 list. The league and the National Basketball Players Association (NBPA) confirmed the news on April 14, announcing that Doncic's jersey outsold all other NBA players this season, American legends LeBron James and Stephen Curry included.
This marks the first time in over a decade that the league's jersey sales weren't led by LeBron or Curry, who have dominated the list since the 2012-13 season.
Luka Doncic Becomes the Face of the NBA
As FadeAway World reports, Doncic's climb to No. 1 on the sales chart is a product of a special confluence: his otherworldly ability, a franchise-altering trade, and the mystique of Los Angeles.
The Slovenian superstar was traded from the Dallas Mavericks to the Los Angeles Lakers on the eve of the February trade deadline, transforming him into the new face of one of the NBA's most historic franchises.
His action shook the basketball community and sent fan excitement across the globe through the roof. Sales of jerseys bearing Doncic's name grew by 21%, as fans eagerly grabbed both Lakers and Mavericks editions.
Top-Selling NBA Jerseys 2024–25: The Top 10 List
CBS Sports lists the top-selling NBA jerseys for the current season.
- Luka Doncic (Los Angeles Lakers)
- Stephen Curry (Golden State Warriors)
- LeBron James (Los Angeles Lakers)
- Jayson Tatum (Boston Celtics)
- Jalen Brunson (New York Knicks)
- Victor Wembanyama (San Antonio Spurs)
- Anthony Edwards (Minnesota Timberwolves)
- Ja Morant (Memphis Grizzlies)
- Shai Gilgeous-Alexander (Oklahoma City Thunder)
- Nikola Jokic (Denver Nuggets)
From the rankings, we see a generational change. Four foreign players made the top 10: Doncic, Wembanyama, Gilgeous-Alexander, and Jokic. Just behind them was Giannis Antetokounmpo at No. 11, proving that the NBA's influence is present in other parts of the world.
Global Brand Power: Luka's Off-Court Influence
Doncic's appeal stretches far beyond the hardwood. With an expanding fanbase, a signature Nike contract, and 1.82 billion digital impressions on NBA platforms (third behind LeBron and Curry overall), his marketplace leverage cannot be denied.
His inaugural game sporting a Lakers jersey vs. his previous team, the Mavericks, was the most-watched NBA game ever on Max, and a March game against the Celtics was watched by 4.61 million viewers—the most for any non-Christmas regular-season game in seven years.
As the Lakers prepare to face the Timberwolves in a playoff showdown, Doncic isn't only getting ready to guide his team—he's also serving as the NBA's newest international ambassador.
His record-breaking jersey sales are more than just a sign of popularity; they're a reflection of the league's growing international identity.
Luka Doncic is not only a superstar. He's a movement.
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