Stephen Curry leads NBA 2025-26 jersey race, MVP Shai Gilgeous-Alexander not even in top 5

The NBA has officially cleared the racks for the first half of the 2025-26 season, and the jersey sales from NBAStore.com confirm one thing: the league’s star power is a mix of timeless greatness and a relentless youth movement.

To the surprise of absolutely nobody, Stephen Curry remains the undisputed King of the Merchandise, holding down the #1 spot yet again. Despite the emergence of the next generation, Chef Curry’s recipe for popularity clearly hasn't lost its kick. The top five is a fascinating snapshot of where the league stands today. Luka Dončić and Jalen Brunson follow Curry at #2 and #3, cementing their status as the faces of two of the league’s most obsessed fanbases.

Meanwhile, Victor Wembanyama’s grip on the #4 spot proves the French Prodigy is slowly taking over the league, and LeBron James, entering his 23rd season, still manages to round out the top five.

New generation dominating the top 10

If the top five represent some of the biggest established names, the rest of the top ten is a loud notification that the future has arrived. Anthony Edwards (#6) is a testament to his ever-rising fame in the leagues due to his agility and game IQ.

But what’s surprising is the reigning MVP Shai Gilgeous-Alexander at 7. Shai’s last season was a dream come true for many players, winning the NBA championship, MVP, and Finals MVP.

While he remains a certified icon, the jersey sales suggest a lot more needs to be done to become that market giant.

Boston’s star Jayson Tatum is at 8,despite missing the season after sustaining a torn achilles in May of 2025. The jersey demans show a shift in what the fans are gravitating toward: highlight-reel charisma and solid talent.

NBA faces market Giants vs. individual greatness

The back half of the list tells a story of different paths to stardom. Nikola Jokic (#9) remains the player’s player, earning his spot through pure, unadulterated dominance rather than flashy marketing. But perhaps the most exciting inclusion in the list is Tyrese Maxey at #10. Seeing the Sixers’ first round pick crack the top ten is a win for the good guys."It shows that fans aren't just buying jerseys for the MVPs, they’re buying them for the players who bring the most joy to the hardwood every single night.

Whether it’s the vintage greatness of Steph or the electric speed of Maxey, the 2025-26 season is looking like a stylish one for NBA fans everywhere.