In a packed 2025, marked by a significant trade, a max contract, new city playoffs, and EuroBasket, Luka Doncic quietly made history. Fueled by enthusiastic Los Angeles Lakers fans welcoming their new star, Doncic`s jersey became the NBA`s top seller, ending an 11-year streak dominated by LeBron James or Stephen Curry.
Despite a decade passing since their initial Finals matchups, LeBron James (now 40) and Stephen Curry (37) continue to largely define the NBA. Their enduring influence extends beyond jersey sales, where they still ranked second and third behind Doncic.
For the 2024-25 season, James and Curry also led as the most-viewed players on NBA social media and commanded the most Instagram followers. They consistently generate the most discussion and highest TV ratings, notably serving as the primary stars in Team USA`s gold medal victory at the 2024 Paris Olympics.
The pressing question now is who will inherit this mantle. Historically, the NBA has seen a clear progression of its defining stars: from Magic Johnson and Larry Bird to Michael Jordan; then to Kobe Bryant; and finally, to LeBron James, with Stephen Curry emerging shortly after.
However, there isn`t an obvious successor to James and Curry. While this isn`t unprecedented – many `next Jordans` didn`t reach that status before Bryant did – it underscores the challenge of predicting who will become the league`s next icon. There isn`t a single blueprint; rather, various paths lead to becoming the NBA`s top star.
This article will explore these potential pathways, identifying active players best positioned to succeed James, Curry, and other past legends. While exceptional talent and on-court success are crucial – every former face was an all-time great – various `soft factors` like popularity and influence also play a significant role. These elements converged perfectly for past NBA icons. Can they align again for today`s stars vying for the spotlight?
Path 1: The `Chosen One` Trajectory
LeBron James` rise to become the league`s face seemed predetermined, famously appearing on a Sports Illustrated cover at 17, dubbed `The Chosen One.` He exceeded all expectations, charting a steady course to superstardom: from a No. 1 draft pick and Rookie of the Year to a second-year All-Star, leading a Finals team, winning Olympic gold, earning MVP honors, becoming a celebrated free agent, and ultimately, a champion.
Throughout this journey, James never wavered from his destined path. Before even securing his first championship, over 13 million viewers famously watched `The Decision,` his televised announcement of joining Miami in 2010.
The Active Analogue: Victor Wembanyama, hailed as the most promising NBA prospect since LeBron`s debut two decades prior, has shown every indication of living up to that hype through his first two seasons.
Much like James, Wembanyama`s astonishing abilities, relentless dedication, and exceptional basketball IQ make him perfectly suited for this role. His diverse interests outside of basketball could help his celebrity extend beyond San Antonio`s modest market, similar to how James elevated Cleveland. A recent ESPN survey of 20 coaches, scouts, and executives saw 16 of them predict Wembanyama would be the NBA`s top player by 2030.
However, a few challenges could potentially hinder Wembanyama`s seemingly direct path to succeeding James.
One hurdle is Wembanyama`s position. Arguably, no center has been the singular face of the league since Bill Russell and Wilt Chamberlain in the 1960s (with Shaquille O`Neal possibly holding that distinction briefly between Jordan and Bryant). Even legendary big men like Kareem Abdul-Jabbar and Tim Duncan couldn`t entirely transcend this positional bias, possibly because fans find it harder to connect with 7-footers compared to perimeter players.
Additionally, Wembanyama would break new ground as the first international player to claim the undisputed `face of the league` title.
The current consensus top four players – Nikola Jokic, Shai Gilgeous-Alexander, Luka Doncic, and Giannis Antetokounmpo – are all international but haven`t yet fully ascended to this status, nor do they appear to be surefire successors to Curry and James. Antetokounmpo, who broke an 11-year streak by James, Bryant, or Curry as the leading All-Star vote-getter in the last two seasons, might be the closest, but at 30, time is a factor for him to solidify a dominant claim.
Nevertheless, Wembanyama possesses enough favorable attributes to be considered the prime candidate for the NBA`s next face. Even his peers acknowledge this; when asked last season if he saw himself as a contender for the role, Anthony Edwards replied:
`No, not really,` Edwards stated. `That’s what they got Wemby for.`
Path 2: The Electric Scoring Guard
Few things captivate fans as much as an athletic shooting guard capable of diverse scoring – from contested jump shots and acrobatic layups to thunderous dunks. Thanks to Michael Jordan, this archetype is arguably the most synonymous with being the face of the NBA.
Throughout Jordan`s career, speculation swirled about his successor. Then came Kobe Bryant, who, by emulating Jordan`s style, carried the torch for over a decade after Jordan`s retirement from the Bulls.
The Active Analogue: Despite his disclaimers, Anthony Edwards is the obvious fit for this path. He`s a charismatic, confident shooting guard blessed with immense talent and fierce competitiveness. Edwards, who led the NBA in 3-pointers last season, boasts one of the league`s most diverse scoring arsenals and an unwavering determination to challenge any opposing big man.
Should an international player not fully seize the spotlight, Edwards could emerge as the leading candidate, despite some past on-court controversies. In Bontemps` survey, he garnered 11 out of 20 votes as the projected best American player in 2030.
Many other potential candidates fit this mold, given the NBA`s abundance of dynamic guards. Even college prospects are in the discussion: for instance, Darryn Peterson of Kansas, the top prospect for the 2026 draft, is already drawing comparisons to Kobe Bryant as he begins his freshman year.
A less conventional but fitting candidate is also worth considering. Kobe Bryant earned his first All-NBA selection in his third season, and by his fourth, he was an All-Defensive player and the second-best player on a championship squad. Despite initially playing a secondary role to MVP Shaquille O`Neal on the Lakers, Bryant eventually seized the `face of the league` title and held it firmly.
Interestingly, an active player recently achieved all these milestones – All-NBA, All-Defensive Team, and second-best player on a championship team – in his third season. While it might seem a long shot for Oklahoma City Thunder wing Jalen Williams to become the face of the NBA, it`s not impossible. He`s following a successful trajectory, continuously improving within a potentially dynastic team. Last June, Williams became the youngest player since Magic Johnson to score 40 points in an NBA Finals victory.
Path 3: The Leading Laker
There are no quantifiable metrics, awards, or official designations for `the face of the league.` Instead, as former Supreme Court Justice Potter Stewart famously said in a different context, `you know it when you see it.`
With such subjective criteria, context is paramount. A player`s team and visibility in nationally televised games and major events can be nearly as crucial as their skill and statistics. This explains why many historical `faces of the league` have been iconic Lakers – Magic, Kobe, and LeBron. Even Jerry West, `the Logo` and the literal emblem of the NBA, played for the franchise renowned for its glitz, glamour, and numerous Finals appearances.
The Active Analogue: LeBron James` successor as the leading Laker might also become his successor as the face of the league. Luka Doncic, despite facing the same international player hurdle as Wembanyama, is otherwise an ideal candidate. At 26, he`s clutch, a statistical marvel, and a constant source of highlight plays.
While Doncic reached the Finals with Dallas, a move to Los Angeles could elevate him to genuine top-tier superstardom, especially if he leads the Lakers to their 18th championship. Notably, it was only after joining the Lakers that he broke James and Curry`s long-standing dominance in jersey sales.
Path 4: The Unexpected Game-Changer
Stephen Curry represents the most unforeseen rise to `face of the NBA` status. This slender guard, after captivating audiences with a March Madness run in college, took years to fully emerge in the NBA due to persistent injuries and limited playoff exposure. He didn`t become an All-Star until his age-25 season, only to win a championship and MVP trophy the very next year.
The Active Analogue: While Curry`s exact journey is unique, we can look for a player who, like him, captivated in college but has seen limited sustained NBA success due to injuries and no playoff appearances. This player should be a unique force when healthy and ideally entering their age-25 season.
One player fits this description perfectly: Zion Williamson. Though the immense hype from his Duke sensation days (2018-19) has cooled, it hasn`t entirely disappeared. Despite a career marred by stops and starts, he looks exceptionally promising in the 2025-26 preseason.
If Williamson doesn`t fully ascend, another unconventional candidate is LaMelo Ball, an injury-prone guard known for his exceptional shooting range and highlight-reel plays. A defining trait of the `face of the league` is universal, geographically independent fandom. Michael Jordan enjoyed immense popularity far beyond Chicago, and children nationwide emulate Stephen Curry`s three-point shooting on playgrounds everywhere.
This widespread appeal benefits Ball, who is popular among the growing demographic of fans following basketball via social media and highlight clips. He is the youngest of 13 active NBA players boasting over 10 million Instagram followers (with Doncic being the second youngest, and Lonzo Ball the third).
While it might seem surprising to suggest that Williamson or Ball – currently underperforming players on struggling teams – could one day command Curry`s level of attention, recall that in 2012, it would have been equally astonishing to predict Curry`s future as a four-time champion, two-time MVP, and the undisputed face of the league.
Path 5: The Emergence of Natural Rivals
What could be more impactful than a single face of the league? Two prominent figures who regularly face off in opening night games, Christmas showcases, and high-stakes playoff series. Stephen Curry`s frequent battles with LeBron James significantly elevated his Q score, and the legendary rivalry between Larry Bird and Magic Johnson, spanning from college through nearly a decade of Finals matchups, is the subject of countless books and documentaries.
At its core, the NBA narrative thrives on compelling stories, and natural rivalries are a classic storytelling device. Consider the 2025-26 NBA season opener, which will once again feature James` Lakers against Curry`s Warriors on a national stage.
The Active Analogue: Predicting which individual players will achieve superstardom is challenging; foreseeing future rivalries is even harder. The ideal scenario involves organic development, where charismatic stars clash repeatedly in intense playoff series year after year.
For example, Shai Gilgeous-Alexander`s outstanding 2024-25 season hasn`t yet propelled him into `face of the league` conversations. However, he could gain greater prominence through a rivalry with either Luka Doncic or Anthony Edwards, having already met each in a playoff series.
Such rivalries can also solidify a player`s status as the league`s face. Imagine a rivalry between former No. 1 picks Cooper Flagg and Victor Wembanyama, who could clash not only in a competitive conference but also on the Olympic stage. Alternatively, Flagg might forge a rivalry with Luka Doncic, given the potential for a compelling Mavericks-Lakers dynamic in future seasons.
In Bontemps` survey, Flagg garnered five votes as the projected best American player in 2030, ranking him second only to Edwards. Though the most recent No. 1 pick has yet to play an official NBA game, he, alongside Wembanyama, Doncic, Edwards, and others, is already considered a prime candidate to claim the NBA`s most influential social position.
Rupert Hollis