Amid a very busy year -- a stunning trade and max contract extension , playoffs in a new city and EuroBasket competition -- Luka Doncic achieved an under-the-radar accomplishment in 2025. Thanks to a host of happy Los Angeles Lakers fans celebrating their new star, Doncic had the highest-selling jersey in the NBA, breaking an 11-year run where LeBron James or Stephen Curry 's jersey sales led the league.

A decade removed from the start of Curry's and James' Finals clashes, the NBA is still largely defined by those living legends, now 37 and 40 years old, respectively. It's not just the jersey sales, though they ranked second and third, respectively, behind Doncic.

James and Curry also ranked first and second in 2024-25 as the most-viewed players on the NBA's social media plat

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