LeBron James may have pipped him to last year's NBA Finals crown, but Stephen Curry remains the king of replica shirt sales, the league confirmed Tuesday.
Golden State Warriors star Curry, the reigning MVP, topped a list of the best-selling jerseys from the 2016-2017 season, which concludes on Wednesday.
James, who led the Cleveland Cavaliers to a thrilling victory over the Warriors in last year's NBA Finals, was second on the list.
Curry's Warriors team-mate Kevin Durant was third, ahead of Oklahoma City Thunder ace Russell Westbrook and the Cavs' Kyrie Irving.
It was the highest ever position on the list for Westbrook, who broke Oscar Robertson's 55-year-old single season triple-double record on Sunday.
Westbrook is seen by many as the favourite for this year's MVP title. Houston's James Harden, another MVP candidate, was 10th on the list.
Overall, Golden State remained the most popular franchise for team merchandise sales, followed by the Cavaliers, Chicago Bulls, Los Angeles Lakers and New York Knicks.