Midway through the 2025-26 NBA season, the league’s hierarchy of popularity remains firmly intact at the top, though a new challenger has officially entered the arena. The NBA and Fanatics released their midseason merchandise rankings on Tuesday, revealing that Golden State Warriors superstar Stephen Curry once again reigns supreme with the league’s best-selling jersey.
Curry, who continues to perform at an All-NBA level in his 17th season, held off stiff competition from the usual global icons. Dallas Mavericks guard Luka Dončić ranked second, followed by New York Knicks captain Jalen Brunson at third. San Antonio Spurs phenomenon Victor Wembanyama (4th) and Los Angeles Lakers legend LeBron James (5th) rounded out the top five.
However, the most significant storyline from the data is the arrival of Cooper Flagg.
The Dallas Mavericks rookie and No. 1 overall pick debuted at No. 11 on the list. It is a rare feat for a rookie to crack the top 15 midway through their first campaign, particularly one playing in a non-major media market. Flagg’s immediate commercial appeal validates the massive hype that surrounded his draft selection and highlights his rapid ascension as one of the league’s new faces.
“Cooper Flagg making the list at #11 is a testament to the excitement he has brought back to Dallas alongside Luka,” noted one sports business analyst. “It is rare to see a rookie move units like this unless they are in New York or LA.”
The rankings also highlighted the NBA’s growing international dominance. Five of the top 15 players are international stars: Dončić (Slovenia), Wembanyama (France), Shai Gilgeous-Alexander (Canada, No. 7), Nikola Jokić (Serbia, No. 9), and Giannis Antetokounmpo (Greece, No. 13).
On the team merchandise side, the Los Angeles Lakers reclaimed the top spot, dethroning the Chicago Bulls and Boston Celtics from previous years. The New York Knicks, Warriors, Spurs, and Philadelphia 76ers completed the top five for team gear sales.
As the league prepares for All-Star Weekend in Inglewood, the data sends a clear message: while the future (Wembanyama, Flagg) is arriving fast, the era of Stephen Curry is far from over in the hearts—and wallets—of fans.
