In a landmark 2025, marked by a significant trade, a max contract extension, a playoff run with a new team, and EuroBasket participation, Luka Doncic quietly made history. Bolstered by enthusiastic Los Angeles Lakers supporters embracing their new acquisition, Doncic`s jersey became the NBA`s top seller, ending an 11-year streak dominated by LeBron James or Stephen Curry.
Even a decade after their iconic Finals matchups began, LeBron James (now 40) and Stephen Curry (now 37) remain the NBA`s defining figures. Their influence extends beyond just jersey sales, where they still ranked second and third, respectively, right after Doncic.
In the 2024-25 season, James and Curry also led as the most-viewed players on NBA social media and held the top two spots in Instagram followers. Their presence consistently generates more discussion and higher TV ratings than any other athletes, exemplified by their leading roles and dazzling performances during Team USA`s gold medal victory at the 2024 Paris Olympics.
This prominence naturally raises the question: who will be next? Historically, the NBA has seen a clear succession of its marquee stars, with the `face of the league` title transitioning from Magic Johnson and Larry Bird to Michael Jordan, then to Kobe Bryant, and subsequently to LeBron James and Stephen Curry.
However, a definitive successor to James and Curry is not immediately apparent. While this isn`t an unprecedented scenario – many `next Jordans` didn`t live up to the hype before Bryant finally did – it highlights the challenge of foreseeing who will capture the league`s spotlight. There isn`t a single, prescribed path to becoming the NBA`s face; instead, various avenues can lead a player to that pinnacle.
This article will explore these potential trajectories, pinpointing active players best positioned to inherit the mantle from James, Curry, and previous league icons. While exceptional talent and on-court accomplishments are fundamental (every past `face` has been an all-time great), various `soft` factors like popularity and cultural impact are equally crucial. The right confluence of these elements has historically forged the NBA`s leading figures. Could this pattern repeat for today`s stars vying to succeed Curry and James?
Path 1: The `Chosen One` Trajectory
LeBron James` rise to become the league`s face seemed destined from when, at 17, he graced a Sports Illustrated cover labeled `The Chosen One.` He exceeded even the highest expectations, charting a deliberate course to the top: No. 1 draft pick, Rookie of the Year, second-year All-Star, leading player on a Finals team, Olympic gold medalist, MVP, sought-after free agent, and finally, champion.
Throughout this journey, James remained steadfast on his path to league superstardom. Before even winning a championship, his 2010 `Decision` to join Miami drew over 13 million viewers.
The Active Parallel: Entering the 2023 draft, Victor Wembanyama was hailed as the most exceptional NBA prospect since LeBron two decades prior, a reputation he has certainly upheld through his first two seasons.
Similar to James, Wembanyama possesses astounding skills, an unyielding work ethic, and a profound basketball intellect that make him ideal for this role. His diverse interests outside of basketball could elevate his profile beyond San Antonio`s smaller market, mirroring James` impact in Cleveland. A recent ESPN survey of 20 coaches, scouts, and executives revealed that 16 believe Wembanyama will be the NBA`s premier player by 2030.
However, a few challenges could impede Wembanyama`s seemingly direct path to emulating James` legacy.
The primary hurdle is Wembanyama`s position. Arguably, no center has been the definitive `face of the league` since Bill Russell and Wilt Chamberlain in the 1960s (though Shaquille O`Neal might have briefly held the title between Jordan and Bryant, depending on interpretation). Even legends like Kareem Abdul-Jabbar and Tim Duncan struggled to transcend this positional bias, possibly because fans find it harder to connect with 7-footers compared to guards and forwards.
Furthermore, Wembanyama would be the first international player to become the undisputed face of the league.
The current consensus top four NBA players – Nikola Jokic, Shai Gilgeous-Alexander, Luka Doncic, and Giannis Antetokounmpo – are all international, yet none have fully claimed the league`s top individual spotlight, nor do they appear to be obvious successors to Curry and James. Antetokounmpo comes closest, having led All-Star voting for the past two seasons (a feat previously held by James, Bryant, or Curry for 11 consecutive years). However, at 30, his window to establish a definitive claim might be closing.
Nevertheless, Wembanyama possesses enough favorable attributes to likely be considered the frontrunner for the NBA`s next marquee player. Even his peers acknowledge this. When Anthony Edwards was asked last season if he saw himself as a candidate, he replied:
“No, not really,” Edwards responded. “That`s what they got Wemby for.”
Path 2: The Electric Shooting Guard Persona
Few player types capture the public`s imagination like a dynamic shooting guard who can score creatively – be it through contested jumpers, acrobatic layups, or thunderous dunks. Thanks to Michael Jordan, this archetype is arguably the most synonymous with being the `face of the league`.
Throughout Jordan`s career, speculation swirled about his eventual successor. Then came Kobe Bryant, who, by skillfully mirroring Jordan`s game, carried that influential mantle for over a decade after Jordan`s departure from the Bulls.
The Active Parallel: Despite his own disclaimers, Anthony Edwards is the obvious candidate for this path – a charismatic, confident shooting guard brimming with talent and competitive drive. His scoring versatility is among the league`s best; last season, he led the NBA in made three-pointers and consistently seeks to `posterize` opposing big men.
If an international player doesn`t ultimately seize the top spot, Edwards, despite some past on-court controversies, could be the leading domestic option. In Bontemps` survey, he garnered 11 out of 20 votes for the best American player by 2030.
Numerous other players fit this archetype, given the league`s abundance of dynamic guards. The search even extends to collegiate ranks: Darryn Peterson of Kansas, the top prospect for the 2026 draft, is already drawing comparisons to Kobe Bryant as he begins his freshman year, suggesting he could be a future face of the NBA.
A less conventional but fitting candidate is also worth considering. Kobe Bryant earned his first All-NBA selection in his third season, then became an All-Defensive player and the second-best player on a championship team in his fourth. Despite initially playing a supporting role to MVP Shaquille O`Neal on the Lakers, Bryant eventually seized and maintained the `face of the league` title.
Remarkably, an active player has just achieved all these milestones – All-NBA, All-Defensive Team, and second-best player on a champion – in his third season. While Jalen Williams, the Oklahoma City Thunder wing, may not be a likely candidate to become the NBA`s ultimate face, it`s not impossible. He`s adhering to a successful model, continuously improving for what could be a dynasty-level team. Last June, Williams became the youngest player since Magic Johnson to score 40 points in a Finals victory.
Path 3: The Leading Laker Icon
There`s no quantifiable metric for being the `face of the league,` no specific award or Basketball Reference statistic. Instead, as former Supreme Court Justice Potter Stewart famously said (about a different topic), `you know it when you see it.`
Given this subjective nature, context is paramount; a star`s team affiliation and exposure in nationally televised games and high-profile events can rival their individual skill and statistics. This explains why many historical `faces of the league` have been legendary Lakers – Magic, Kobe, and LeBron, to name a few. Even the NBA`s actual logo, Jerry West, played for the league`s most glamorous and Finals-laden franchise.
The Active Parallel: LeBron`s successor as the Lakers` top player could also become his successor as the league`s face. While Luka Doncic shares Wembanyama`s international player challenge, he is otherwise an ideal candidate: he`s 26, consistently performs in clutch moments, delivers statistical brilliance, and creates endless highlights.
Doncic previously reached the Finals with Dallas, but his move to Los Angeles and the potential to lead the Lakers to their 18th championship could elevate him to genuine, top-tier superstardom. Indeed, it was only after joining the Lakers that he finally broke the long-standing dominance of James and Curry in jersey sales.
Path 4: The Unforeseen Game Changer
Stephen Curry represents the most unexpected ascent to `face of the NBA.` As a slender guard, he gained attention with a captivating March Madness performance in college. However, persistent injuries and limited playoff exposure delayed his full emergence in the NBA for years. He didn`t become an All-Star until he was 25, only to win a championship and an MVP award the very next season.
The Active Parallel: While Curry`s exact journey is inimitable, we can attempt to find a comparable active player. This individual would have captivated audiences in college but experienced limited sustained NBA success due to injuries and a lack of playoff appearances. They would be a unique talent when healthy and ideally approaching their age-25 season.
One player perfectly fits this description: Zion Williamson. While the immense hype surrounding him since his sensational Duke season in 2018-19 has somewhat subsided, it certainly hasn`t vanished. Despite numerous setbacks and interruptions, he appears to be in excellent form during the 2025-26 preseason.
Beyond Williamson, another unconventional contender is LaMelo Ball, an injury-prone guard known for his remarkable shooting range and viral highlight plays. A key trait of the `face of the league` is a broad, geographically unconstrained fanbase. Michael Jordan`s popularity soared far beyond Chicago, just as Stephen Curry is revered by countless kids practicing three-pointers on playgrounds nationwide.
This universal appeal benefits Ball, who is particularly popular among the growing demographic of fans engaging with basketball primarily through social media and highlights. He stands as the youngest among 13 active NBA players with at least 10 million Instagram followers, with Luka Doncic being the second youngest and Lonzo Ball the third.
It may seem surprising to propose that Williamson or Ball – currently underperforming players on struggling teams – could one day command Curry`s level of global attention. Yet, it would have been equally astonishing for NBA analysts in 2012 to foresee Curry evolving into a four-time champion, two-time MVP, and the undeniable face of the league.
Path 5: The Natural Rivalry Dynamic
What could be more impactful than a single `face of the league`? A pair of stars whose rivalry defines the sport, clashing on opening nights, during Christmas showcases, and in high-stakes playoff battles. Stephen Curry`s frequent confrontations with LeBron James undeniably elevated his public profile, just as the storied rivalry between Larry Bird and Magic Johnson—igniting in college and intensifying over a decade of Finals matchups—has become legendary.
Fundamentally, the NBA thrives on narratives, and compelling rivalries are a classic storytelling device. Consider the opening night of the 2025-26 NBA season, where LeBron`s Lakers are once again scheduled to face Curry`s Warriors on a national stage.
The Active Parallel: While predicting individual superstar ascensions is challenging, forecasting future rivalries is even more so. The ideal scenario involves an organic development, where charismatic stars repeatedly meet in crucial playoff series.
For example, Shai Gilgeous-Alexander`s exceptional 2024-25 season hasn`t yet propelled him into `face of the league` discussions. However, he could elevate his status through a rivalry with either Luka Doncic or Anthony Edwards, having already met both in individual playoff series.
Indeed, budding rivalries can catapult a promising player into becoming the league`s definitive face. Imagine, for instance, a rivalry forming between former No. 1 picks Cooper Flagg and Victor Wembanyama, with their potential clashes extending beyond a competitive conference to the Olympics. Alternatively, Flagg could develop a head-to-head rivalry with Luka Doncic, especially given the clear potential for a Mavericks-Lakers showdown in future seasons.
In Bontemps` survey, Flagg received five votes for the best American player in 2030, placing him second only to Edwards in that category. Despite having yet to play a single official NBA game, this most recent No. 1 overall pick, alongside Wembanyama, Doncic, Edwards, and other burgeoning talents, is already a top contender for the NBA`s most influential social position.
