NBA top-selling jersey revealed: not LeBron nor Doncic
At the halfway point in the season, we look at the top-selling jersey in the NBA.
In the midst of an action-packed NBA season, off-court trends are telling their own story. Based on official sales data from NBAStore.com and partner retailers, Stephen Curry has emerged once again as the most popular jersey among fans during the first half of the 2025-26 campaign, with his Golden State Warriors No. 30 shirt leading sales.
Behind him, Luka Dončić of the Los Angeles Lakers holds the second spot, reflecting both his star power and the buzz that surrounds his play with one of the league’s biggest franchises. Rounding out the top three is Jalen Brunson of the New York Knicks, whose rise in popularity mirrors the Knicks’ resurgence in recent seasons.
Also scraping into the upper tier are stars such as Victor Wembanyama of the San Antonio Spurs at No. 4 and Lakers legend LeBron James at No. 5. A mix of established veterans and emerging talents fills out the rest of the top 15 list, with names like Anthony Edwards, Shai Gilgeous-Alexander, Nikola Jokić, Tyrese Maxey and rookie sensation Cooper Flagg all earning strong sales figures.
An interesting trend this season has been the balance between league icons and rising stars. While Curry and James continue to dominate visibility in merchandise, younger players are making headway. Draft picks and international talents have cracked the top 15, pointing to a diversification in fan interest. Five players on the list hail from outside the United States, underscoring the NBA’s global footprint.
For the teams themselves, the Los Angeles Lakers top the league in overall merchandise sales at the midpoint of the season. Their wider range of products outpaces other franchises, a reflection of their historic brand and expansive fan base.
20 years in the making for Troy Bolton to hang his Wildcat jersey up 🤩
— NBA on ESPN (@ESPNNBA) January 21, 2026
4x varsity player, 3x captain, UC Berkeley D-I athlete, and 2x star of the spring musical 👏 pic.twitter.com/GaYH2hE8TK
Top-selling NBA jerseys:
- Steph Curry
- Luka Doncic
- Jalen Brunson
- Victor Wembanyama
- LeBron James
- Anthony Edwards
- Shai Gilgeous-Alexander
- Jayson Tatum
- Nikola Jokic
- Tyrese Maxey
- Cooper Flagg
- Kevin Durant
- Giannis Antetokounmpo
- Cade Cunningham
- Donovan Mitchell
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