Is Luka Dončić the most popular player of the modern era? With the 2024-2025 NBA season at an end, another season of watching LeBron James and Stephen Curry dominate in the league has concluded. Although the number of young and capable NBA stars has increased in recent times, Curry and James continue to be the biggest names associated with the sport of basketball.
Or at least they were the biggest names. Jersey sales are a big indicator of popularity and success. For more than a decade, the two NBA veterans have dominated the global market in terms of jersey sales. Finally, things have begun to change this season.
Luka Dončić Surpasses LeBron James, Stephen Curry in Jersey Sales
Although Dončić is yet to win an NBA championship and cannot have his legacy compared to Curry or James, he appears to have the support of the fans and just might take over as the face of the NBA after both James and Curry retire and leave the league.
Recent reports reveal that the sales of Dončić’s jerseys have been higher than the sales of Curry and James’ jerseys this season. Not only is this the first time that another star has held the top spot for more than a decade, but Dončić is also the first international player to record this feat.
Luka Dončić is the NBA’s new top jersey-seller … and the first player not named Stephen Curry or LeBron James to sell the NBA’s most jerseys in a season since 2012-13 … and the first international player to lead the league.
More NBA from me: https://t.co/3dNEEu2e4M pic.twitter.com/yiIZBxbiUi
— Marc Stein (@TheSteinLine) April 14, 2025
Upon noticing that Dončić leads the list for jersey sales, many pointed out that recently becoming a part of the Los Angeles Lakers undoubtedly played a huge role in Dončić’s increased fanbase and jersey sales.
The Lakers are considered to be basketball royalty. The franchise stunned the sports world by finding a way to acquire Dončić and now has generational talent that allows them to remain legitimate title contenders for the next decade. As the league continues to grow and new fans are introduced to the sport, Dončić will become further associated with the Lakers and have his jersey sales continue to rise.
While all of the fame and attention that being on the Lakers provides might motivate Dončić, there is no getting around the fact that it will also place him under a fair share of pressure.
Much like every star who took their talents to the Lakers, Dončić will be expected to win a couple of NBA titles, at the very least, and continue his development as an NBA superstar. That is the only way for him to have his name included in the conversation when future NBA fans discuss great Lakers legends.