Luka Doncic has officially become the NBA’s top-selling jersey holder for the 2024-25 season, marking the first time an international player has ever led the league in single-season jersey sales.
The development was reported by NBA insider Marc Stein, who confirmed Doncic surpassed all other players in merchandise sales, unseating Stephen Curry and LeBron James, who had dominated the top spot since the 2012-13 campaign.
Doncic’s rise to the top of the list coincides with his blockbuster trade to the Los Angeles Lakers, which sent shockwaves across the league just before the February trade deadline.
On February 2, the 26-year-old guard was traded to Los Angeles in a deal that also included Maxi Kleber and Markieff Morris, while Dallas acquired Anthony Davis, Max Christie, and a 2029 first-round pick.
The trade also involved the Utah Jazz, who received Jalen Hood-Schifino and multiple second-round picks as part of the multi-team agreement.
The midseason move paired Doncic with one of the NBA’s most globally recognized franchises and placed him in the same backcourt that once belonged to legends like Magic Johnson and Kobe Bryant.
Since joining the Lakers, Doncic has averaged 28.2 points, 8.1 rebounds, and 7.5 assists in 35.1 minutes per game, helping Los Angeles climb to third place in the Western Conference standings.
With the team sitting at 50-32 and holding the third seed in the West, the Lakers are positioned for a high playoff seed and a deep postseason run. Their journey starts with the first-round series against the Minnesota Timberwolves.
The Mavericks, on the other hand, have fallen to 10th in the West at 39-43, raising criticism over their decision to part ways with their franchise cornerstone.
Doncic’s popularity has surged in recent months, fueled by his elite play and increased visibility in one of the league’s largest media markets.
His jersey now outsells those of other high-profile stars including Giannis Antetokounmpo, Jayson Tatum, Kevin Durant, and Nikola Jokic.
