Stephen Curry and Luka Doncic became the owners of the most popular NBA jerseys during the first half of the 2025-26 season, according to the official report published this Tuesday by the league Both lead NBA Store sales through January, a clear sign of their impact on and off the court, as well as their enduring popularity among fans. The NBA detailed that the top five best-selling jerseys are rounded out by Jalen Brunson of the New York Knicks, Victor Wembanyama of the San Antonio Spurs, and LeBron James of the Los Angeles Lakers. The list combines established stars with young figures who are already generating enormous commercial interest, reflecting how the market continues to distribute the spotlight among different generations. Curry, in his 17th season with Golden State, once again tops the list of fan favorites. His performance also reflects that leadership: he's averaging 27.4 points per game in the first 34 games of the season, a figure that confirms that, despite the passage of time, he remains one of the most decisive and exciting players in the league. Doncic, meanwhile, maintains a high level of popularity after a year marked by significant changes. The Slovenian finished the 2024-25 regular season as the leader in jersey sales after his trade from the Dallas Mavericks to the Lakers. That record was historic, as it represented the first time since 2013 that a player other than Curry or LeBron James topped that ranking, according to NBA.com data. Further down the list, a striking case appears. Jayson Tatum, star of the Boston Celtics, occupies eighth place in sales despite not having played a single game this season. The forward suffered a ruptured Achilles tendon during last spring's playoffs, but his popularity remained undiminished among fans, who continued to support him even without seeing him play.