Luka Doncic's No. 77 Los Angeles Lakers jersey claimed the top spot as the best-selling jersey for the 2024-25 NBA regular season according to NBAStore.com sales data. This marked the first time since the 2012-13 season, aside from LeBron James and Stephen Curry, that a player led jersey sales, with Doncic surpassing both Curry and James in popularity. The Lakers also topped the team merchandise sales list for the season.
Doncic's achievement as the leading jersey seller made him the first international player to top the NBA's most popular jerseys list. In the top 10 rankings, Curry secured the second spot and James came in third. Other players in the top 10 included Jayson Tatum, Jalen Brunson, Victor Wembanyama, Anthony Edwards, Ja Morant, Shai Gilgeous-Alexander, and Nikola Jokic. The Lakers' dominance extended to social media and digital platforms, with LeBron James' content generating the most views, followed by Stephen Curry and Luka Doncic.