In a groundbreaking achievement, Luka Doncic of the Los Angeles Lakers has become the first non-American player to top the NBA's most popular jersey list for the 2024-25 season. The 26-year-old Slovenian sensation, who joined the Lakers in a blockbuster three-way trade from the Dallas Mavericks in February 2025, has taken the league by storm. This marks the first time since the 2012-13 season that neither Stephen Curry nor LeBron James has claimed the top spot.

Doncic, a five-time All-Star, was hailed as a "one-of-a-kind, young global superstar" by the Lakers upon his arrival. His move has not only elevated his personal brand but also significantly boosted the Lakers' merchandise sales. Following Doncic, Curry and James secured the second and third spots, respectively, while Jayson Tatum of the Boston Celtics and Jalen Brunson of the New York Knicks rounded out the top five.

The Los Angeles Lakers also lead the most popular team merchandise list, outpacing the Celtics, Warriors, Knicks, and Bulls. This dual dominance underscores the Lakers' global appeal and the impact of Doncic's arrival. According to the NBA Store's official site, jersey sales have surged by 21% since the trade deadline on February 6, 2025, compared to the same period last year, largely driven by Doncic's high-profile move.

This season has been a testament to the growing international influence in the NBA, with Doncic's rise symbolizing a new era of global basketball superstars. Fans worldwide have embraced his dynamic playing style and charismatic presence, making him a pivotal figure in the league's ongoing global expansion.