Luka Dončić has broken another record after joining the Los Angeles Lakers - and it's a fashion one. His No. 77 jersey has become the best-selling in the NBA, the first time a non-American player has done so in history.
After a few seasons, when NBA The “dressage” functioned almost like a private club for Curry and LeBron, there's now a fresh face at the top of the charts - well, actually a well-known face with a smile that can disarm you or throw a three-pointer over your head. Luka Dončić's jersey number 77 has soared to the top spot among the best-selling jerseys of the 2024/25 NBA season, as confirmed by official data from NBAStore.com. So jersey 77 is a sales champion.
And if anyone is interested – yes, Dončić has become the first non-American actor, who managed to do something that was long reserved for American superstars with endless media exposure and even bigger sneaker collections.
When the Lakers call, the credit cards dance – and the 77 jersey wins!
Dončić's jersey sales have increased by 21% since his move from Dallas to sunny California. The idea of Luka playing under the lights of the Staples Center (sorry, Crypto.com Arenas) in the legendary purple and gold, sent fans into a fashion euphoria. As a result, he overtook long-time sales kings Stephen Curry and LeBron James within a few weeks.
But it's not just an aesthetic decision – although, let's face it, the purple and gold suits him. It's a testament to the global power of his brand. If Dončić was "that kid from Europe who knows how to play the ball" a few years ago, today he's an undisputed star – and in LA, a city where stars actually count.
Who gets anything from all these jerseys sold?
Jersey prices? Somewhere between $110 and $250, depending on whether you want to wear "basic fan fashion" or a truly authentic piece with details that are closer to the real floor than you are.
Nike, which has been producing official NBA jerseys since 2017, is said to keep a nice hefty profit from each piece sold. 50 to 60 % retail prices – yes, it's not bad to be a giant. The rest of the revenue is then divided between the league, clubs and players according to the NBA's mathematical formula – but beware: the players they do not receive directly not a cent from the sale of their own jerseys. Instead, they get a share through a common revenue pool called Basketball Related Income (BRI), which also includes other revenues such as TV rights, tickets and the like.
So, if you thought Dončić would make enough money for a new Rolex by selling every single one of his 77 jerseys, we're sorry to disappoint you. But don't worry, his bank account is not in danger.
| Stakeholder | Revenue share | footnote |
|---|---|---|
| Nike | 50–60 % retail prices | The biggest piece of the pie due to production and distribution |
| NBA League & Clubs | The rest of Nike | The exact proportions are not publicly known. |
| Players | ~44.75 % of total BRI | Indirectly, through a mutual fund – no direct commission |
Dončić as a global phenomenon – jersey 77
Luka's rise to the top is not just a sports story, but also a marketing phenomenon. It is proof that the NBA is no longer just an American league, but a global spectacle. In addition to Dončić, the list of best-selling jerseys for the 2024/25 season also includes Victor Wembanyama (6th place) and Nikola Jokic (10th place) – meaning that Europe is no longer exotic in the NBA, but mainstream.
For Slovenia, this is of course a moment of pure pride. In a world where it often seems like you have to be from a country of 300 million to get noticed, Luka proves that even a country of 2 million with Alpine charm can create a global sports icon. And not just an icon – a real NBA “best seller” in the form of a 77 jersey.
Zadnja posodobitev 2025-05-03 / Partnerske povezave / Vir fotografij: Amazon Product Advertising API
Top 15: who else reigns supreme in fans' locker rooms?
So Dončić's jersey has found itself at the very top – but who is following him? Here it is official ranking of the best-selling NBA jerseys for the 2024/25 season, which shows that the competition is exceptional, global, and full of charismatic characters, from three-pointers to Twitter beefs.
Best-selling NBA jerseys (source: NBA, Fanatics, NBAStore)
| City | An actor | Club |
|---|---|---|
| 1. | Luka Dončić | Los Angeles Lakers |
| 2. | Stephen Curry | Golden State Warriors |
| 3. | LeBron James | Los Angeles Lakers |
| 4. | Jayson Tatum | Boston Celtics |
| 5. | Jalen Brunson | New York Knicks |
| 6. | Victor Wembanyama | San Antonio Spurs |
| 7. | Anthony Edwards | Minnesota Timberwolves |
| 8. | Yes Morant | Memphis Grizzlies |
| 9. | Shai Gilgeous-Alexander | Oklahoma City Thunder |
| 10. | Nikola Jokic | Denver Nuggets |
| 11. | Giannis Antetokounmpo | Milwaukee Bucks |
| 12. | LaMelo Ball | Charlotte Hornets |
| 13. | Kevin Durant | Phoenix Suns |
| 14. | Devin Booker | Phoenix Suns |
| 15. | Jaylen Brown | Boston Celtics |
Quick reading between the lines:
- Europeans in action: In addition to Dončić, we also find on the list Nikola Jokić (10th), Giannis Antetokounmpo (11th) and Wembanyamo (6th) – this is no longer a coincidence, this is a takeover.
- Lakers in the top 3 twice: LeBron and Luka – who needs Hollywood when you have this duo?
- Celtics three-pointer: Boston is not only in the finals on the floor, but apparently also at the box office – Tatum (4th) and Brown (15th).
- Backcourt glory: Curry, Shai, Brunson, LaMelo, Booker – long-range shooters with a sense of style.
The rankings are more than just a popularity list – they're an indicator of market potential, influence on generations of fans, and a bit of who looks best in a jersey, to be honest.
Zadnja posodobitev 2025-05-03 / Partnerske povezave / Vir fotografij: Amazon Product Advertising API
Conclusion: Luka, the king of the dance floor (and the box office)
Luka Dončić has officially become the NBA's best-selling player of the 2024/25 season with his move to the Los Angeles Lakers. His success is not only a personal triumph, but also a symbol of a broader trend - the internationalization of the league, where European players are becoming the driving force of popularity and sales.
While he doesn't see any direct revenue from jersey sales, it's clear that Dončić's impact on the game - and the box office - is simply undeniable. It seems like Dončić's purple-and-gold era is just beginning. And let's face it - if you're going to buy an NBA jersey, it should be from someone who can save a game with a three-pointer. and to sell a million pieces of merchandise with a smile.
