Kawhi Leonard’s merchandising power in midseason form as he starts anew

By the Editorial Team · Thursday, October 22, 2026

Kawhi Leonard’s return to the Toronto Raptors has driven a surge in fan excitement and merchandise sales, with his jersey becoming the team’s top seller and accounting for a quarter of all player-specific NBA merchandise sales in Canada. This renewed enthusiasm highlights Leonard’s lasting impact on the franchise and boosts the Raptors’ prospects as they begin the season with their star player back in the lineup.

Toronto Raptors star Kawhi Leonard’s return to the team has sparked significant enthusiasm among fans and a notable surge in merchandise sales, underlining his enduring influence nearly seven years after leading the franchise to its first NBA championship.

At the Raptors’ home opener on Wednesday at Scotiabank Arena, attendees received a white T-shirt featuring Leonard’s distinctive large handprint emblazoned with the team’s “We The North” slogan. This gesture highlighted the excitement surrounding Leonard’s much-anticipated comeback following his trade from the Los Angeles Clippers, a transaction finalized in early September after an NBA salary cap investigation delayed proceedings for several months.

Leonard, a two-time NBA champion and Finals MVP known for his defensive prowess and uncommonly large hands, has become the most sought-after NBA player in Canada since his return. According to Fanatics, the official NBA e-commerce partner, Leonard accounted for 25 percent of all player-specific merchandise sales in the country starting from early September.

Real Sports Apparel, the official retailer for MLSE’s Toronto teams, reported a more than 50 percent increase in Raptors apparel sales compared to the previous preseason, with Leonard’s jersey emerging as the top seller. Fans like Jesse Latford traveled from outside Toronto specifically to purchase Leonard gear, underscoring the player’s local appeal. “I had a [Scottie] Barnes one and now I’ve got the Kawhi one, kind of a magic duo there,” Latford said.

Nearby, Sportchek stocked a prominent display promoting Leonard’s latest signature New Balance basketball shoe, the Kawhi V, released on game day. The promotion included basketball-themed pop-a-shot games and merchandise racks featuring the new collection, including a blue tracksuit and the popular “Fun Guy” T-shirt—a nod to Leonard’s 2019 introductory press conference remark where he described himself as a “fun guy,” accompanied by his distinctive laugh. That shirt had previously sparked long lines and high demand during Leonard’s first stint in Toronto.

Unlike earlier seasons when Leonard maintained a low profile off the court, he is now more active on social media and in promotional materials. In a video posted to Instagram the night before the opener, Leonard addressed Raptors fans directly, reflecting on his return. “They say the second time around isn’t as good as the first, but we’ll see,” he said amid a montage of highlights from his previous tenure and recent preparations. “It wasn’t luck the first time. And I still know what it takes.”

Leonard’s homecoming has clearly reignited both fan enthusiasm and commercial momentum, signaling strong support for the Raptors as they embark on a new chapter with their star forward.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.