The NBA end of season retail report is a reminder that the league’s economy is powered as much by storylines as standings. Based on sales from NBAStore.com and Fanatics’ network of sites from the 2025-26 season, Stephen Curry still owns the No. 1 spot on the league’s top-selling jersey list, while the New York Knicks pace the NBA in overall team merchandise.
The NBA’s top-selling jerseys list for the 2025-26 regular season… based on sales from https://t.co/I0ypSvyq5i, https://t.co/tYEBPOnXdC and Fanatics partner sites! pic.twitter.com/8nQfnD8T0z
— NBA (@NBA) April 13, 2026
The NBA’s top-selling team merchandise list for the 2025-26 regular season… based on sales from https://t.co/I0ypSvyq5i, https://t.co/tYEBPOnXdC and Fanatics partner sites! pic.twitter.com/NvLC6GV8Mq
— NBA (@NBA) April 13, 2026
Curry’s grip on jersey sales at this stage of his career says something specific about modern NBA stardom: longevity now competes with novelty, and the rare icons who bridge eras can still win the crowd even as the league’s center of gravity shifts younger. The rest of the list underlines that shift anyway. Luka Dončić sits at No. 2, Jalen Brunson is No. 3, and Victor Wembanyama is No. 4, four different kinds of fan bases, four different kinds of basketball identities, all moving product at the highest tier.
The team-merchandise rankings tell a parallel story: the Knicks at No. 1 and Lakers at No. 2 reflect two massive markets with global reach, while franchises like Boston, Golden State and San Antonio continue to prove that star power can scale a brand far beyond local geography.
It also highlights the international shape of the sport: Dončić (Slovenia), Wembanyama (France), Shai Gilgeous-Alexander (Canada), and Nikola Jokić (Serbia), all appear among the top sellers.
And then there are the tells about what’s coming next. Dallas rookie Cooper Flagg making the list is the kind of early-market signal teams dream about, proof that a new name can become a commercial engine immediately, while Cade Cunningham’s debut on the rankings is another sign that emerging lead guards are starting to carry not just offenses, but entire fan economies.
