Luka Dončić and the Los Angeles Lakers emerged as the most popular names in the NBA for the 2024-25 regular season, according to sales figures from NBAStore.com.
Dončić, who joined the Lakers following a February trade, became the first international player to lead the jersey sales rankings. The Slovenian superstar is also the first player outside of Stephen Curry or LeBron James to top the list since Carmelo Anthony in 2012-13.
The Lakers franchise also dominated team merchandise sales, with the Boston Celtics, Golden State Warriors, New York Knicks, and Chicago Bulls rounding out the top five.
This rise in popularity coincided with a surge in overall sales on NBAStore.com—up 21% after Dončić’s blockbuster move to Los Angeles. Dončić also ranked third among the most-viewed players on NBA social platforms, trailing only LeBron James and Stephen Curry.
His electrifying performances contributed to 1.82 billion views, reinforcing his status as one of the league’s biggest draws.
Highlights from the regular season included Ja Morant’s acrobatic layups against the Brooklyn Nets in November, which amassed 286 million views, making it the most-watched play of the year. Curry’s behind-the-back crossover against the Phoenix Suns came in second, with 136 million views.
International players also played a prominent role, with Victor Wembanyama, Nikola Jokić, and Giannis Antetokounmpo joining Dončić in the top 15 jersey sales rankings.
The NBA’s top five players in jersey sales are:
1. Luka Dončić (Lakers)
2. Stephen Curry (Warriors)
3. LeBron James (Lakers)
4. Jayson Tatum (Celtics)
5. Jalen Brunson (Knicks)
