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Stephen Curry entered the season on a cloud of hype, generated by his fabulous work in the playoffs last spring and punctuated by preseason magazine covers.
The league is banking on his talent and popularity. Literally.
The Warriors point guard this week made his debut on the league's top-selling jersey list, ranking sixth based on sales figures from adidas and NBAStore.com from October through mid-December.
Curry, in his fifth season, is the first Warrior to make the top 10 since the league began making it public in 2001.
Ahead of Curry on the current list are, in order, LeBron James of the Heat, Kobe Bryant of the Lakers, Derrick Rose of the Bulls, Kevin Durant of the Thunder and Carmelo Anthony of the Knicks.
Rounding out the top 10 after Curry are Dwyane Wade of the Heat, Chris Paul of the Clippers, Kyrie Irving of the Cavaliers and Blake Griffin of the Clippers.
Curry also has been sizzling on the court, having scored at least 20 points in 11 consecutive games – the longest current streak in the league. Earlier this month, he became the Warriors' all-time leader in made 3-pointers.