While Giannis Antetokounmpo was able to breach the top two in jersey sales in 2021, after years of Stephen Curry and LeBron James dominance on the NBA jersey market, we were back to old habits in 2022 and last year, when LeBron James and Stephen Curry lead the NBA in jersey sales once again.

But what about this year with the dominance of Luka Doncic, Jayson Tatum, Shai Gilgeous-Alexander, Nikola Jokic and Joel Embiid?

Well, the NBA officially announced that LeBron’s reign has come to and end, with Stephen Curry taking over.While Curry now has the best-selling jersey of the first half of the 2023-24 season, LeBron James has been pushed back to third, with Jayson Tatum being the new number two. Rookie phenom Victor Wembanyama has already taken the fourth position, with his jersey outselling Giannis Antetokounmpo’s.