Son Heung-Min’s Blockbuster MLS Arrival: Outshining Messi in Jersey Sales and Igniting LAFC

Son Heung-Min’s MLS Revolution: More Than Just a Transfer

When Son Heung-Min landed at Los Angeles Football Club in July 2025, the move reverberated far beyond the boundaries of Major League Soccer. It wasn’t just another high-profile signing; it was a seismic shift that shook up the league’s hierarchy, both commercially and culturally. For years, the MLS spotlight had been fixed squarely on Lionel Messi, the Argentine maestro whose arrival in Miami turned stadiums into shrines and whose jersey outsold almost every competitor. But suddenly, the conversation changed.

Son’s debut was nothing short of explosive. The South Korean captain, fresh off his storied spell at Tottenham Hotspur, netted a hat-trick in his first outing, sending BMO Stadium into raptures. The stands became a mosaic of black and gold, each No. 7 shirt a testament to the feverish anticipation surrounding Son’s arrival. According to LAFC’s general manager John Thorrington, this wasn’t just hype—it was history in the making. “This is now the second week where we’re not just talking about the highest-selling soccer jersey in the MLS,” Thorrington told talkSPORT. “It is the highest-selling jersey of any sport in the world right now. From when he signed at LAFC to now, he has sold more jerseys than any athlete in the world.”

Jersey Sales: Son Surpasses Messi and NBA Icons

Numbers don’t lie. In a league long dominated by Messi’s commercial pull, Son Heung-Min has rewritten the rules. His jersey sales have eclipsed not only Messi’s but also those of basketball superstars LeBron James and Stephen Curry. That’s a staggering achievement, signaling the magnitude of Son’s reach—especially in Los Angeles, home to the largest Korean community outside South Korea. For many fans, Son is more than just a footballer; he is a symbol of cultural pride and a bridge between continents.

What’s driving this phenomenon? Part of it is timing. Son’s transfer came at a moment when MLS was hungry for new narratives, and his reputation as one of Asia’s greatest athletes brought a fresh influx of international attention. But there’s also something deeper: a sense of belonging and representation for millions who see their story reflected in Son’s journey from Chuncheon to the bright lights of LA.

On-Field Competition: Muller Emerges as MLS’s Most Efficient Scorer

While Son has conquered the league off the pitch, the battle for supremacy on it is fierce. Enter Thomas Muller, the German World Cup winner whose late-summer arrival in Vancouver has upended expectations. Muller, after ending his legendary career at Bayern Munich, wasted no time making his mark. In just seven matches, he has scored seven goals and provided three assists, showcasing the poise and intelligence that defined his European career.

According to official MLS statistics cited by Tribuna.com, Muller now leads the league in goals per 90 minutes—a crucial performance metric—with 1.16 goals per game. For context, Messi sits at 1.08, and Son at 1.00. It’s a razor-thin margin, but in the world of elite football, these numbers tell the story of shifting tides. Muller’s efficiency, especially given his brief stint in the league, is a reminder that new stars can rise quickly, even in Messi’s shadow.

Messi’s Legacy: Still Dominant, But Challenged

None of this is to suggest that Messi’s influence has vanished. Far from it. The Inter Miami captain remains the league’s top scorer, notching 29 goals in 28 games during the 2025 season—a feat that continues to set the standard for excellence. His playmaking and leadership still define the rhythm of matches and the aspirations of David Beckham’s club. Yet, the cultural winds are shifting. Messi is no longer the sole global superstar in MLS, and this new competitive dynamic marks a turning point for the league.

The arrival of Son Heung-Min and Thomas Muller has broadened the league’s appeal, drawing in fans from Korea, Germany, and beyond. Stadiums buzz with new energy, and social media trends reflect a more diverse conversation. It’s not just about the numbers; it’s about perception. Messi’s dominance is now measured against a backdrop of global competition, forcing the league—and its fans—to reconsider what it means to be a superstar in MLS.

Son’s Cultural Impact: More Than Just Soccer

In Los Angeles, Son’s influence stretches far beyond the pitch. The city’s vibrant Korean community sees in him a hero whose success validates years of passion for the sport. Local businesses have reported surges in sales of Korean food and merchandise on match days, and community organizations have launched new youth soccer initiatives inspired by Son’s story.

For LAFC, Son’s arrival has been transformative. He has brought not just goals, but a sense of possibility—a belief that MLS can be a destination for the world’s best, not just a retirement home for aging stars. The commercial explosion around his jersey sales is a sign of a league in flux, eager to embrace new identities and new narratives.

Looking Ahead: MLS’s Evolving Identity

The 2025 season may be remembered as the year MLS found its new voice. With Son Heung-Min driving commercial success and Muller setting statistical benchmarks, the league is no longer defined by a single superstar. Instead, it is a tapestry of stories, each bringing new fans and new energy to the game.

For Son, the challenge is clear: to match his off-field impact with sustained excellence on it. For Messi, the competition is a chance to reaffirm his greatness in a league that is no longer just his playground. And for MLS, the future is bright—full of potential, diversity, and the promise of new legends.

Son Heung-Min’s arrival has not only shifted the commercial landscape of MLS but also highlighted the league’s growing international reach and cultural significance. As the competition heats up and new stars rise, MLS stands at the crossroads of tradition and transformation, ready to redefine what global football can mean in America.